Understanding the needs of consumers is a very vital function of marketers in order to create, experiment with and deliver value in their products/services based on the consumers' requirements. This aspect has a crucial bearing on the designing of effective marketing model to implement marketing strategies. This also has an impact on the consumer buying behavior and decision-making process in the selection of products/services. The marketers, who manufacture/generate products/services, ought to understand the ability of their products/services to fulfill/satisfy the variety of needs of consumers. This article aims at providing insights into different marketing strategies in this regard.

The survival and success of marketers depend on consumer decision-making process and behavior pattern. The consumer behavior pattern varies according to categories and involvement/investment of the consumers and the required products/services. These are the two major factors which influence the need identification and scouting. The needs could be classified into two broader categories, viz. physical need and social need. Physical need primarily focuses on the utility of products/services, whereas social need focuses on fulfilling the subliminal feelings, social status, etc., through products/service acquisition.

In physical need, the consumers will exercise rational behavior, while going through the entire consumer behavior process: viz., collecting information, evaluating the information, and finally deciding the purchase of a product/service. Hence, they will be primarily influenced by features, facts, prices, etc., (a quantitative aspect) of products/services. For instance, a consumer who wants to buy a two-wheeler, will focus on major facts and features through his/her rational behavior, before deciding on the purchase. In this case, the consumer may not settle for high-end performance segment vehicle; rather settle for entry-level economic segment vehicle through which he/she will get the maximum benefit from the least investment.

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