Why They Buy:An Introduction

The specific way we choose to satisfy a need depends on o r unique history, learning experiences, and cultural environment. For example, two people may feel their stomachs rumble during a lunchtime meeting. If neither person has eaten since the night before, the strength of their respective needs (hunger) would be about the same. However, the ways each person goes about satisfying this need might be quite different. Conduct this exercise with friends and/or coworkers:

“A prisoner who is sentenced to die traditionally gets to choose his or her ‘last meal.’ If you had to do this (let’s hope not), describe your ‘last meal’ in detail.”

Compare the responses you get, especially among people from different ethnic or cultural backgrounds. What similarities and differences emerge?  How can you use these insights to develop a product or service that would appeal to a specific type of consumer?