Consumer Behavior

The term "consumer" refers to an individual who buys goods and services for personal use. The consumer makes the decision on whether to purchase a product or not; thus the consumer is the target of marketing strategies. From an economic perspective, consumer needs control the demands for goods and services. These needs may include unique wants, wishes and desires, as well as emotional attachments towards products and services. But there is a difference between want and need. Need is the necessity of a consumer whereas want is the wish or aspiration of consumer which he/she wants to achieve. For example; Mr. Sharma for his day to day pursuits should have mobile. That is his need, whereas, if Mr. Sharma wishes to have an APPLE I-pad is his want.

Marketers create demand. Demand is the willingness to buy a particular product or service. It is caused by a need or motive, but it is not the motive. For example: advertising has created a demand for mouthwash/deo/ hair styling jel. One way some advertisement may show that without these things one may have bad breathe or can‟t be style icon or an attractive personality. And, with bad breathe or outdated personality people may not like you. This message ties mouthwash/deo/hair styling jel to the need for affiliation or belongingness. In this way these advertisements and their marketers directly do not create the need for these products but suggests that using certain product is essential.