For the entrepreneurs and small business owners out there - remember that customers have many considerations when deciding which product or service to choose.
Their functional needs are determined by the problem they are trying to solve. A drill solves their functional need to make a hole in a wall.
A customer's social needs involve how someone wishes to be perceived by others. An expensive car fulfills the social need of displaying status and power. An eco-friendly reusable shopping bag gives the impression of being a conscious consumer.
Finally, emotional needs deal with how someone wants to feel when using a product or service. They might have an emotional need to feel safe and secure, so they may choose a software with a great reputation for cyber security.
These are not the only customer needs, but they are the main three. Keep these in mind whenever you are developing your products or services, designing marketing materials, or engaging in sales.
Best of luck!
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