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Authored by
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NAV QIRTI  
Posted on
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20/02/2008 15:41:00 
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Lesser Needs, More wants and Brands Rule
 
 
 
Need and want have a inverse relation with development of societies and economies.
As society/economy becomes more developed, needs become lesser and wants become more.

{Unfortunately, still there are societies in this world where people don’t get food. Hunger is their need. Basic food is their need. It doesn’t matter to them whether they get a McDonald or KFC in their town or village, they just need a shop which sells them grains and salt. (For that matter they can buy McBurger if it is sold at the price of grain NOT as a want product, but as a need product.)}

In semi developed economies where people still buy things from corner stores, brands don’t matter much, packaging doesn’t matter much, you just need to get the commodity. They will buy whatever is made available to them at a price which they can afford.

When society gets more affluent, its basic needs are fulfilled. But businesses have to remain in business, so they start catering to the wants to the people. When you have to cater to the wants then you have to create a story to sell a product. That’s when comes branding, packaging, the connect with the customer and all that,in nutshell you present your product in the form and in the way the customer ‘wants’ it.

Most societies (baring few unfortunate ones because of blatant political games) are either developed or developing stage. So businesses have a very good platform to tell their stories to sell what they can sell and what people ‘want’ to buy.

When a buyer buys a product for ‘need’ brand doesn’t matter, but when a buyer buys a product for ‘want’ brand becomes important. As a matter of fact in current day scenario most needs have been converted into wants in the mind space of the consumers. And, as a matter of fact brand has, subtly, gained a position of prominence in the minds of consumers which eventually is governing their buying behavior.
 

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