Needs is an English word that means “demand,” “desire,” or “requirement.” Needs in
marketing
refer to “customer demand,” that is, the customer’s desire to “do XX” or “be XX.” However, users are still at the stage of searching for products and services that can satisfy their desires, as the specific means to satisfy their desires are not clear.
Wants are a similar concept to needs. Wants is a word that means “desire” or “desire”. It has a similar meaning to needs, but in the case of wants, the user knows how to satisfy the desire and wants a specific product or service, such as “I want ○○.” is.
Manifest needs and latent needs
Needs are further divided into two types: manifest needs and latent needs.
“Manifested needs” is a state in which the desire to “want to do ○○” is made clear. The desire to move quickly, as mentioned earlier, is a manifest need. Users are looking for products and services that meet their needs.
On the other hand, “latent needs” refer to desires that users have but are not aware of. We may not be aware of it on a daily basis, or it may be hidden behind “manifest needs” and wants.
People who want a car have a “manifest need” to “move quickly.” Digging deeper into this, we believe that there is an underlying desire to “make work and daily life more efficient,” “use time more effectively,” and “avoid fatigue” by moving quickly. This is “latent need”.
There is a “latent need,” which develops into an “actual need,” and when specific means are found, it becomes a want and leads to a purchase.
Reference article
