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Abstract
Both academic and popular discussion of consumption tend to centre around two dominant discourses or rhetorics. These are those of need (satisfaction) and want (desire). These rhetorics relate to contrasting models of human action with associated ideologies. The need rhetoric has its origin in a Puritan-inspired utilitarian philosophy of comfort and satisfaction, while the want or desire rhetoric has its origin in a Romantic-inspired philosophy of pleasure-seeking. Although both ideologies and their associated rhetorics are institutionalized in contemporary society, it is the former that tends to have greater legitimacy. This paper looks at the various relationships which it has been suggested exist between these two rhetorics in theories of consumption, examining these as they have been represented historically, bio-psychologically and sociologically. Finally, material from the author's current research on shopping is used to demonstrate how these two rhetorics are related to gender roles, as well as employed by individuals to help them accomplish their consumption goals.
Journal Information
Journal of Design History is a leading journal in its field. It plays an active role in the development of design history (including the history of the crafts and applied arts), as well as contributing to the broader field of studies of visual and material culture. The journal includes a regular book reviews section and lists books received, and from time to time publishes special issues.
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Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. OUP is the world's largest university press with the widest global presence. It currently publishes more than 6,000 new publications a year, has offices in around fifty countries, and employs more than 5,500 people worldwide. It has become familiar to millions through a diverse publishing program that includes scholarly works in all academic disciplines, bibles, music, school and college textbooks, business books, dictionaries and reference books, and academic journals.
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Journal of Design History © 1998 Design History Society
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In marketing, satisfying customer needs and wants is the easiest way to increase profits and sell more products and services. The definition of desire in marketing is finding what the consumer is longing for and needing. Marketing strategies look to fulfill different needs to get the consumer to buy the product. Often several needs are fulfilled at the same time to build stronger client satisfaction.
There are several consumer needs examples that illustrate the desires that buyers have and the key points marketing strategies should target. They include the following.
Fulfil Consumer Need
Fulfilling the consumer needs starts with understanding what your product does and how it helps people. Taking the time to fully research and understand how you help consumers is the best way to properly target marketing campaigns. Proper targeting generates the best sales results. Consumers fall into what is referred to as the "Awareness Pyramid" with people at the base of the pyramid unaware of their need or your product. As people move up the pyramid, they understand more about how your problem solves the need. The better you can target those at the top of the pyramid, the higher your sales conversions become because your product directly solves what the person wants immediately. For example, a person who doesn't have back pain is at the bottom of the awareness pyramid while someone with a serious injury is at the top and a likely candidate to buy chiropractic services.
Adding Value With Inclusions
Consumers may have more than one need or have a need plus a desire. This is where adding inclusions with the initial sale help to give consumers more bang for their buck. The strength of the sale is solidified with other offerings. Inclusions could be any number of things. For example, a software development company could include free support for a certain duration after the software launch. It's an inclusion that gives the consumer a better final experience while still fulfilling the need of getting the software used.
Optional Pricing Structure
Everyone wants to get the best possible price for anything they buy.
This is human nature. In some cases, lower pricing solves the need of the buyer. But pricing structures can solve a variety of needs even if the actual cost isn't reduced. For example, a client wants a certain software built but they cannot afford to pay the whole amount at once. A payment schedule could solve the client’s budget while solving the need for the software. The software company doesn't need to lower the price of the service.
Ease of Use
Providing convenience and ease of use is a significant solution offered in today's marketing strategies. While having a product that is easy to use is beneficial and helps sell the product, how the order is delivered is a key consideration for many consumers. Including software use manuals or providing tutorial videos can go a long way to solving this problem.
The idea of making the purchase easy for the consumer goes a long way toward generating higher sales.
Build a Relationship
Many customers choose to do business with companies that they feel "know them." Consumers who choose to deal with brick-and-mortar companies often do so because they don't want to feel like a number. These are relationship seekers who want to walk in and conduct business without having to explain everything every time. Online companies should work hard to improve the relationship experience of consumers who want to feel like the company cares about them.
There is so much that goes to get the best out of satisfying your customer’s needs and wants. The customers want to feel that they are getting their problems solved in the best and easiest way possible while at the same time without having to feel like baggage.