MD. ABDUR RAKIB

ID No: 041
Need Recognition
Buying process starts with an unsatisfied need which arises when
a customer’s desired level of satisfacti...
Types of Needs
Needs

Functional Needs
1. Directly related to performance
2. Often referred to as rational
Exp: Buying Spr...
Why People Go Shopping & Purchase
Merchandise?
People go shopping and buy merchandise to fulfill their desired
psychologic...
Conflicting Needs
• Most people usually have multiple needs which create
conflict between needs.
Exp: A student desires to...
Stimulating need Recognition
A customer may be motivated or stimulated towards his/her
desired needs & thus fulfills the u...
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Needs from Retailing Management [Md. Abdur Rakib]

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This is a presentation slide on Chapter of Needs on Retailing Management Course. It is prepared solely by me.

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Needs from Retailing Management [Md. Abdur Rakib]

  1. 1. MD. ABDUR RAKIB ID No: 041
  2. 2. Need Recognition Buying process starts with an unsatisfied need which arises when a customer’s desired level of satisfaction differs from the present one. Visiting stores, surfing the internet & purchasing products are approaches to satisfying different types of needs. However, need recognition is an important concern for the retailers.
  3. 3. Types of Needs Needs Functional Needs 1. Directly related to performance 2. Often referred to as rational Exp: Buying Sprite to meet thirst Psychological Needs 1. Associated with personal gratification 2. Often called as emotional or irrational Exp: Buying Rolex watch to feel like a fashionable & smart person
  4. 4. Why People Go Shopping & Purchase Merchandise? People go shopping and buy merchandise to fulfill their desired psychological needs. These psychological needs are: 1. Stimulation created by the retailers among the customers 2. To satisfy their individual need for social experience 3. Learning new trends, fashion, ideas & environment 4. Satisfy need for social status and power 5. Satisfy the need for self-reward while buying
  5. 5. Conflicting Needs • Most people usually have multiple needs which create conflict between needs. Exp: A student desires to buy a new watch to build his image among friends but he requires to buy his books with that money for studying. • Consumer’s shopping behavior is inconsistent which is called as cross-shipping. Exp: A person owning a car buys clothes and vegetables from pavements parking it there. • In case of conflicting needs, customer needs to adjust the price or features by cutting back the another need.
  6. 6. Stimulating need Recognition A customer may be motivated or stimulated towards his/her desired needs & thus fulfills the unsatisfied needs very often. Retailers, distributors, or manufacturers stimulate a customer to satisfy the desired needs. Advertisement, publicity, direct mail, newspaper, salespeople, visual merchandise etc. are the motivating or stimulating factors. However, a seller must consider how to stimulate the need recognition among the customer to increase sales and thereby profit.
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