Needs as it were, could be defined as a "lack of something requisite, desirable, or useful" Merriam-webster 10th Ed.
In relating this to Consumer or Customer Needs in the marketing environment; understanding Consumer Needs is a very important and sensitive bedrock for success in marketing of any product or service.
Aside the fact that Consumer or Customer needs a particular product or service, scientific evidence has shown and proven that understanding of Consumer needs start with realization that when people buy something, they buy or purchase 'Satisfaction' with the product or service as well. This could be represented as:
Needs = Product or Service + Satisfaction
Keeping Customers or Consumers satisfied is more difficult than it seems because it involves it involves all aspect of the business. Some companies and other profit-oriented organizations toys with the success of their business by placing low-cadre staffs or ill-mannered, incompetent staffs in the Customer Care Unit to receive the clients and outsiders/prospects.
In some cases, this could be as a result of favoritism and nepotism during recruitment of staffs. Such management fails to realize that a negative attitude or unruly behavior emanating from the customer care officer towards the outsider/prospect has a negative multiplier effect on the credibility and Goodwill of the company. The reason is that such aggrieved outsider or prospect would spread negative information about the company or organization to whoever he or she is opportune to meet in relation to the service provided by the organization.
The aggrieved outsider or prospect will assess and qualify the company or the organization based on the company's representatives who happens to be the Customer Care Officers. The general believe and assumption of the public is that the company has chosen the best personnel available within, to represent the management.
Understanding Consumer or Customer Needs also mean being aware of the timing of the purchase.
