Why Buy - Need or Desire?

No matter how confusing things can be, one person has always the clearest conscience – My Dictionary. And he says,

• Need A condition or situation in which something is required or wanted; necessity; obligation.

• Desire To wish or long for, want; to express a wish for; request; the object of longing; passion.

Business basics have taught us to serve and cater to needs of people. Services & products offered by businesses and entrepreneurs have to solve people’s problems. Hence, it always comes down to catering to a need. Agreed? Yes from me! The theory is twisted, and this is how.

What about desire? That dirty-cunning-passion you have for expensive dark chocolates – what exact need does these chocolates fulfil? Stop feeling guilty, it is okay to have your own fancies.

Need and Desire – Both represent complete different mindsets and consumers. ‘Need’ refers to basic, functional requirements, while ‘desire’ is more about love, passion and indulgence.

Nobody creates consumer desire the way Apple does.

The best example for ‘desire’ has to be Apple. Each apple product has made people crave for them. To be precise, Apple has made people desire. Maybe you need a laptop, but you desire an ipad. That is the difference. The ipad is obviously much expensive than a basic laptop, but it adds has X-factor, the appeal & everything is cool about it. When it comes to desire, unlike need there is no price tag attached. Desire is craving for something, hence pricing is mostly a no-factor here. ‘Desire’ products have a certain social-push and (or) social-upgrade associated with them.

The Body Shop outlets sell consumer experiences.

I’m reminded of a certain friend who splurged on cosmetics from The Body Shop after getting her first pay check. Lakme &  Ponds always worked for her till then, but the occasional indulgence in The Body Shop products is plain &  pure desire. This further proves that price is almost never a deterrent when it comes to desire. 

And for need – we have Dell laptops or say Shalimar coconut oil. Basic, functional and suits our requirements. They work excellently as they have been doing for years and fulfil needs to our satisfaction. 

Although there is no pleasure or wow-feeling attached like a Body Shop or Apple product.

We as humans are complex and selfish. To carry with life on we need things, but to add that extra zing, we desire for things. Need or desire – The marketer is a happy-tired man!