The Consumer - Needs, Wants, and Gatekeepers

The Consumer BMI3C  Success Criteria I will be successful when I can: differentiate between needs and wants Define “gatekeepers” Analyse myself as a consumer  Why we buy… What motivates you to buy consumer goods and service?  Some Key Terms A consumer is a pers...

The Consumer BMI3C  Success Criteria I will be successful when I can: differentiate between needs and wants Define “gatekeepers” Analyse myself as a consumer  Why we buy… What motivates you to buy consumer goods and service?  Some Key Terms A consumer is a person who USES a product A customer is a person who BUYS a product  Gatekeepers What is a gatekeeper? Where have we heard this term before? Gatekeepers  Gatekeepers Gatekeepers are individuals/groups who control access to decision- makers or key resources In boxing, a gatekeeper is skilful and well-regarded fighter, but who does not have the brilliance of a contender. Boxers must beat the gatekeeper to prove they belong amongst the best. In fashion, gatekeeping means keeping where you got your outfit a secret (Ritzic, 2023) https://theamag.com/8230/fashion/could-gatekeeping- positively-impact-the-future-of-fashion/#  Gatekeepers Gatekeepers are individuals/groups who control access to decision- makers or key resources Other examples: Administrative assistants: to pitch a product to a company’s executive, sometimes you need to get through the administrative assistant who manages the executive’s calendar Procurement officers: individuals who evaluate vendor proposals to determine which suppliers are considered for contracts  Gatekeepers Gatekeepers are individuals/groups who control access to decision- makers or key resources Analogies: Bouncer at a club Filter on a coffee machine  Gatekeepers If the consumer is a child, a parent/guardian is the gatekeeper, since they decide what products to buy for the child The challenge for marketers of these products is to appeal to both the gatekeeper and the consumer Done through dual messaging, visual appeal, interactive elements, educational content, storytelling, etc Gatekeepers Mommy I want this.  Needs and Wants Needs are items that are necessary for survival Wants are extras that add pleasure and comfort to our lives  IS WIFI A NEED? Technology has become integrated into every aspect of our lives. Can we live without the internet? Well of course, but will we be able to play a part in society? Can you do your course work without it? Can you apply for a job without it? What do you think?  Changes in Consumer Demand Marketers must consider and analyze consumer demand The value equation is an essential component of the consumer demand Consumer demand is constantly changing based on the economic shifts in a country, city, or region, as well as changes in consumer preference (based on trends and fads) We look at this in further detail soon.