Intro to Consumer Behavior

Assignment 3
Ahsan Jamal
21U00045
Section A

1) Why are consumer needs and goals constantly changing? What factors influence the formation
of new goals?
Consumer needs and goals are constantly changing due to a combination of various factors:
 Technological Advancements: New products and services are developed as a result of
technological advancement, which in turn results in new consumer wants and desires. As an
illustration, the advent of smartphones brought forth a completely new set of demands for
mobile communication, internet access, and app-based services.
 Social and Cultural Shifts: Consumer behavior is influenced by shifts in cultural norms, attitudes,
and trends. For instance, as people's knowledge of environmental issues has grown, so too has
the need for eco-friendly and sustainable goods.
 Economic Conditions: Consumer purchasing power is influenced by economic factors like
income levels, employment rates, and inflation. Priorities and preferences might vary as a result
of economic changes as customers may alter their purchasing patterns in reaction to financial
difficulties or gains.
 Demographic Changes: Consumer requirements and objectives may be impacted by changes in
demography, including age, gender, ethnicity, and family structure. For instance, the demand for
healthcare and retirement-related goods and services may rise as the population gets older.
 Psychological and Emotional Needs: Human emotions, desires, and psychological conditions
have a significant impact on how consumers behave. For instance, in uncertain times,
consumers can place a higher priority on safety and security, which would increase demand for
insurance or protective goods.
 Global Events and Crises: Major occurrences like pandemics, natural disasters, or geopolitical
shifts can have a significant impact on consumer behavior. These occurrences may cause abrupt
changes in priority, such as a rise in the need for healthcare supplies during a pandemic.
 Market Competition and Innovation: Companies are driven to continuously innovate and
provide new and improved products and services by competitive factors. Due to the availability
of new options, this may cause customers to acquire new preferences and wants.
 Marketing and Advertising Influence: Marketing and advertising efforts that are successful can
either spark or intensify customer demands. They can introduce customers to goods or
experiences that they might not have otherwise thought about.
  Personal Experiences and Interactions: Positive or negative individual experiences can have a big
impact on customer choices and demands. For instance, a favorable brand experience may
result in brand loyalty and an ongoing preference for that brand's products.
 Regulatory Changes: Government rules and regulations, such as those relating to incentives or
limits placed on particular goods or industries, can have an impact on consumer behavior.
 Psychological Factors: Consumer demands and preferences may be influenced by aspects of
human psychology, such as cognitive biases, decision-making heuristics, and social influence.
 Cultural Influences: Consumer preferences and requirements can be influenced by cultural
values, traditions, and beliefs. For instance, several cultures could have distinctive dietary habits
or vogue trends.
In conclusion, there are many interrelated aspects that have an impact on customer wants and
goals. For organizations and sectors to adapt and satisfy the changing needs of their target
audiences, an understanding of these impacts is essential.

2) Most human needs are dormant much of the time. What factors cause their arousal? Give
examples of ads/brands which are designed to arouse dormant consumer needs.
Human needs can indeed lie dormant until certain factors come into play to arouse them. These
factors can include:
 External Triggers: These are environmental triggers that cause a need to arise. A desire for an
improved device could arise, for instance, from watching an advertisement for a new
smartphone.
 Internal States: Needs can be triggered by emotions or personal circumstances. For instance,
the need for food is triggered by hunger.
 Social Influences: Dormant demands may be reawakened by social interactions, societal trends,
or cultural cues. For instance, witnessing friends participate in a fitness fad may motivate
someone to start working out.
 Marketing and Advertising: Latent needs can be generated and psychological triggers can be
used in marketing campaigns with skill. The following are some examples of companies and
advertisements that try to stir up hidden consumer needs:
I. Coca-Cola: Coca-Cola's advertising frequently places a strong emphasis on the notion of joy,
community, and celebration. To appeal to people’s need for happiness and social connection,
their advertisements feature happy people drinking their product.
II. Apple: Apple is renowned for producing modern, sleek products, and much of their advertising
emphasizes innovation, creativity, and self-expression. This appeals to the desire for
individuality and self-improvement.
III. Nike: The themes of empowerment, athleticism, and tenacity are frequently emphasized in Nike
advertisements. By appealing to the desire for accomplishment and self-improvement, they
hope to motivate people to push their limits.
 IV. Dove: Dove's "Real Beauty" campaign questions accepted beauty ideals and promotes self-
acceptance. This appeals to the need for acceptance and self-esteem.
V. Amazon: The purpose of Amazon's Prime membership program is to satisfy customers' desire
for efficiency and convenience. They want to make consumers' lives simpler and more effective,
so they provide fast shipping, streaming services, and other advantages.
VI. Luxury Brands: Luxury brands frequently appeal to people's desires for exclusivity, status, and
self-esteem. They target consumers' desires for social acceptance by concentrating their
marketing efforts on projecting an image of luxury and prestige.
VII. Fitness Industry: The goal of many fitness brands and products is to promote health, happiness,
and self-improvement. They frequently depict physically fit and active people to compel
customers to act.
VIII. Fast Food Chains: Fast food chains frequently capitalize on consumers' desire for comfort,
indulgence, and convenience. Their advertising focuses on how simple and enjoyable it is to
indulge in their products.
Remember that successful marketing doesn't just create needs; it also recognizes and capitalizes
on ones that consumers may not have been fully aware of. This may be an effective tool for
changing consumer behavior.