The correct definition of “want” among the given options is “C. needs directed to the product.” Let’s delve into why this option is correct and why the other options are not.

Correct Answer: C. needs directed to the product

In the realm of marketing and consumer behavior, a “want” is a need that is specifically directed towards a particular product or service. This definition encapsulates the idea that people have various needs and desires, but these needs only become “wants” when they are channeled towards a particular product or service in the market.

It implies that consumers not only have a general need for various things but also express a preference for certain products or services that can satisfy those needs.

For instance, consider the basic human requirement of sustenance. The need for food is a fundamental and universal human requirement (Option D). However, it becomes a “want” when a person decides they want to eat pizza, a burger, or sushi – specific products or services that cater to their need for nourishment.

This definition aligns with the fundamental principles of marketing, which often revolve around identifying and fulfilling consumer wants and needs. Marketers analyze these wants to create and promote products or services that can satisfy them. Therefore, “needs directed to the product” accurately captures the essence of a “want” in the context of consumer behavior.

Why the Other Options Are Not Correct:

A. Consumer Needs:

While closely related, consumer needs (Option A) and wants are not the same thing. Needs encompass a broader range of human necessities, such as food, water, shelter, and healthcare. Needs are essentially the fundamental requirements for survival and well-being. Wants, on the other hand, are desires for products or services that can go beyond basic needs.

Wants are shaped by individual preferences, culture, and personal tastes. For example, everyone needs food (a consumer need), but not everyone wants the same type of food (a consumer want). Wants are, therefore, a subset of needs that are more specific and related to products and services.

B. Needs Backed by Buying Power:

This definition (Option B) introduces the concept of buying power, suggesting that wants are essentially needs that individuals have the financial capability to satisfy. While affordability is undoubtedly a factor that influences whether a need can be satisfied or not, it doesn’t fully encapsulate the idea of a “want.”

A want isn’t solely determined by the ability to purchase; it’s also shaped by personal preferences, cultural influences, and individual desires. For instance, someone may have the financial means to purchase a luxury sports car, but they might prefer a more practical, affordable vehicle based on their own preferences. Thus, “needs backed by buying power” doesn’t entirely encompass the nature of wants.

D. Basic Human Requirements:

Option D equates wants with basic human requirements. While wants may arise from fundamental human requirements, as discussed in the example of food, the term “basic” doesn’t accurately capture the diverse range of wants that extend beyond survival needs.

Wants can encompass a wide array of desires, from entertainment and luxury items to experiences and services that enhance one’s quality of life. This definition oversimplifies the complexity of human desires and preferences, which go far beyond just basic requirements.

In summary, the correct definition of “want” in the context of consumer behavior is “C. needs directed to the product.” It accurately captures the essence of a want, which is a need that is specifically channeled or directed towards a particular product or service, and it aligns with the principles of marketing and consumer behavior.

The other options, while related to the concept of wants and needs, do not provide a comprehensive and precise definition of what a “want” truly represents in the field of consumer behavior.