Customer Needs and Products Evaluation

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Table of Contents

Need Identification
Purchase Decision Implications
Alternative Products Evaluation
Final Evaluation of a Purchase
Maslow’s Hierarchy and Need Theory
Brand Personalities Appliance
Works Cited

Need Identification

This report offers a comparative analysis of customers’ needs as well as verifies them against the fundamental standards of human needs. The work focuses on a purchase of two products, one of which is highly usable and the second one hardly affordable. Thus, the cheap commodity is meat, and the expensive object that is characterized in the report is an automobile.

The need identification for two products is sustained on the basis of Kano Method, who subdivided all marketing objects into groups, according to separates characteristics such as attractiveness, one-dimensional quality, indifference, reverse quality, and must be quality (“Customer Needs Identification” par. 22). Due to this classification, the necessity of meat can be described as urgent since it corresponds to the must be quality, and a car complies with the characteristics of reverse qualities, which means that it causes different effects on diverse people (Renart 179).

Purchase Decision Implications

The reference group plays a crucial role in the process of making a choice about the purchase. It primarily refers to the expensive products since it may seem hard for a person to handle a gross purchase under personal responsibility. My purchase decisions were stipulated by contrastive factors: buying meat came as a natural necessity, which did not require additional consulting while a car purchase made me to refer not only to the primary reference group that is comprised of my parents but to do an external research on branding as well (“The Consumer Factor” par. 12). The reliable sources were selected as a material for the research. These were customers’ reviews, official automobile characteristics notices, and academic materials. The quality of selection making was significant in the second case since the price of a product is much higher than the value of meat.

Alternative Products Evaluation

A constructive choice of attributes that must be used with particular qualities of a product represents an efficient method of alternatives evaluation (“The Marketing Decision Process: Evaluation of Alternatives” par. 3). Thus, when selecting a type of meat, I compared such sorts as fowl, veal, and pork. Afterward, I used the words with their defining attributes: fat, delicate, low-calorie, juicy, etc. Then, I outlined the qualities that matched my needs and chose fowl since I wanted to purchase some delicate and fat-free meat. The same verification process was applied in the case with a car acquisition.

The subsidiary aspects that were taken into consideration by purchases included a price factor, functional features, and emotional perception.

Final Evaluation of a Purchase

A post-purchase satisfaction establishes a strong link between a customer and a seller since can serve a stipulation of customer loyalty and bring costs into a specific marketing sphere (Lan, Shankar, and Erramilli).

In my case, a final evaluation was sustained through the verification of the products’ actual properties against the advertised characteristics. Moreover, the compliance of the commodities’ characteristics with the personal needs of a customer was investigated. The analysis certified the properties of both products, for they corresponded to the initial demands.

Maslow’s Hierarchy and Need Theory

According to Maslow’s hierarchy, meat and an automobile possess diverse measures of perception. Therefore, the first product matches the first level of physiological needs since it serves exclusively as a means of organism functioning. In contrast to it, a purchased car complies with the qualities of four subsequent levels, which are safety needs, social needs, esteem needs, and self-actualization needs, for the product can be used for different purposes: either entertaining or occupational (Kotler and Keller 161).

Brand Personalities Appliance

Brand personalities present specific human characteristics that match the features of brands. Thus, one differentiates such brands categories as sincerity, competence, etc. The analyzed products comply with contrastive features. Specifically, the meat falls into the category of sincerity since it is a down-to-earth product while the second product belongs to competence brand group, for it serves as a reliable tool.

Works Cited

Customer Needs Identification 2014. Web.

Kotler, Philip, and Kevin Lane Keller. Marketing Management, New York: Prentice Hall, 2012. Print.

Lan, Shun Yin, Venkatesh Shankar, and Krishna Erramilli. “Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration from a Business-to- Business Service Context.” Journal of the Academy of Marketing Science 32.3 (2004): 293-311. Print.

Renart, Lluis. “Handbook of Relationship Marketing.” Journal of Consumer Marketing 18.2 (2006): 179-189. Print.

The Consumer Factor 2012. Web.

The Marketing Decision Process: Evaluation of Alternatives 2015. Web.

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