DETERMINE THE

POSSIBLE PRODUCT/S
OR SERVICE/S THAT
WILL MEET THE MARKET
NEED
OBJECTIVES
1. Define customer needs
2. Explain the methods on
how to identify customer
needs
3. Understand the
importance of meeting
customer needs
Fully 80% of consume
products five years ago and
fully 80% of products that will
be consume five years from
now is different from the
products that we consume
today.
However good your product or
service is, the simple truth is that
no-one will buy it if they don't
want it or believe they don't need
it. And you won't persuade
anyone that they want or need to
buy what you're offering unless
you clearly understand what it is
your customers really want.
Knowing and understanding
customer needs is at the center
of every successful business,
whether it sells directly to
individuals or other businesses.
Once you have this knowledge,
you can use it to persuade
potential and existing customers
that buying from you is in their
best interests.
 SELF-ANALYSIS 7

WHAT KIND OF CAN YOU SEE

PRODUCTS DO YOURSELF
YOU LIKE, GETTING
ENJOY, DO YOU LIKE EXCITED
CONSUME AND THE GOODS ABOUT THESE
BENEFIT OR SERVICES GOODS OR
FROM? YOU’RE SERVICES?
PLANNING TO
SELL?
 SELF-ANALYSIS 8

WOULD YOU CAN YOU SEE

BUY IT AND YOURSELF
USE IT WOULD YOU SELLING
YOURSELF? SELL IT TO THESE GOODS
YOUR OR SERVICE
MOTHER, FOR THE NEXT
YOUR BEST FIVE TO 10
FRIEND, YOUR YEARS?
NEIGHBOR?
 11

GOODS OR SERVICE CRITICAL QUESTIONS

What is to be sold, What price will

To whom is the
exactly? Describe the you have to charge
product going to be
product in terms of what for the product
it does for the customer. sold? Describe your
for it to be
ideal customer.
profitable?
 12

GOODS OR SERVICE CRITICAL QUESTIONS

How is the
How is the
product to be sold?
product or service
Who’s going to sell What method of
to be
the product? sales, or process of
manufactured or
promotion, will
produced?
you use?
IDENTIFYING
CUSTOMERS NEEDS
Identifying customer needs is
mission-critical for businesses
looking to create a product that
truly speaks to their customers’
problems.
IDENTIFYING
CUSTOMERS NEEDS
Customer needs are the named
and unnamed needs your
customer has when they come in
contact with your business, your
competitors, or when they search
for the solutions you provide.
METHODS TO IDENTIFY
CUSTOMERS NEEDS
1. Focus Groups - A focus group is a marketing
research tool in which a small group of people
(typically eight to ten individuals) engages in a
roundtable discussion of selected topics of interest
in an informal setting. The focus group discussion
is typically directed by a moderator who guides the
discussion in order to obtain the group's opinions
about or reactions to specific products.
METHODS TO IDENTIFY
CUSTOMERS NEEDS
2. Social Listening - Social listening gives brand
an opportunity to track, analyze, and respond to
conversations through brand improvement and
development. It’s a crucial component of audience
research. Start to ask around, hear other opinions
about your business. You start to listen and based
on what you hear you start to make changes that
people like.
METHODS TO IDENTIFY
CUSTOMERS NEEDS
3. Customer Needs Analysis Survey - The
customer needs analysis is typically conducted by
running surveys that help companies figure out
their position in their respective competitive markets
how they stack up in terms of meeting their target
customers' needs. The survey should primarily ask
questions about your brand and competitors, as well
as customers' product awareness and brand
attitudes in general.
METHODS TO IDENTIFY
CUSTOMERS NEEDS
4. Means-End Analysis - Once you've conducted the
customer needs analysis survey, you can use the
answers to get a fuller picture of the reasons why
your customers purchase from you, and what makes
your product or service stand apart from your
competitors'. A means-end analysis analyzes those
answers to determine the primary reasons why a
customer would buy your product.
 MEAN-END ANALYSIS 19

BUYERS REASONS 3 MAIN GROUPS

● FEATURES: A CUSTOMER BUYS A PRODUCT

OR SERVICE BECAUSE OF THE FEATURES
INCLUDED IN THE PURCHASE. IF THE
CUSTOMER WERE BUYING A LAPTOP, FOR
EXAMPLE, THEY MIGHT BUY IT FROM YOU
BECAUSE IT'S SMALLER AND LIGHTER IN
WEIGHT THAN OTHER OPTIONS.
 MEAN-END ANALYSIS 20

BUYERS REASONS 3 MAIN GROUPS

● BENEFITS: A CUSTOMER BUYS A PRODUCT

OR SERVICE BECAUSE OF A BENEFIT, REAL
OR PERCEIVED, THEY BELIEVE IT WILL OFFER
THEM. THE CUSTOMER MIGHT ALSO BUY THE
LAPTOP BECAUSE IT SYNCS EASILY WITH
THEIR OTHER DEVICES WIRELESSLY AND CAN
BE USED WHILE TRAVELLING.
 MEAN-END ANALYSIS 21

BUYERS REASONS 3 MAIN GROUPS

● VALUES: A CUSTOMER BUYS A PRODUCT OR

SERVICE FOR UNIQUE, INDIVIDUAL VALUES, REAL
OR PERCEIVED, THEY BELIEVE IT WILL HELP THEM
FULFILL. THE CUSTOMER MIGHT THINK THE LAPTOP
WILL HELP THEM TO BE MORE CREATIVE OR
ARTISTIC AND UNLOCK OTHER PERSONAL OR
PROFESSIONAL ARTISTIC OPPORTUNITIES.