Need Recognition in Marketing: Definition & Explanation

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  • 0:01 What Is Need Recognition?
  • 0:55 Relevance for Marketing
  • 1:49 Lesson Summary
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Lesson Transcript
Instructor: Shawn Grimsley

Shawn has a masters of public administration, JD, and a BA in political science.

Need recognition is not only an important concept in consumer buying behavior but also in marketing. In this lesson, you'll learn about need recognition and related marketing concepts.

What Is Need Recognition?

Need recognition is the first step in consumer buying behavior and is also called problem identification. It occurs when a consumer discovers an unmet need that must be fulfilled.

Let's take a moment and discuss the conceptual difference between a need and a want, since the distinction has important implications for marketing. A need is a specific requirement you have to live and function in society. Needs can be physiological, personal, or socio-economic. Examples of needs include food, shelter, transportation, wealth, power, and social status. A want, on the other hand, is a means by which needs are satisfied. A steak fulfills the need for food, a house fulfills the need for shelter, a car fulfills your transportation needs, investment products can provide you wealth, and some products indicate power and status.

Relevance for Marketing

Marketing is centered around determining needs and developing, promoting, and distributing products and services that fulfill them.

The marketing process involves several steps revolving around needs:

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