1. NEEDS AND WANTS SOCIAL BEHAVIOUR
HIGHER PRODUCT DESIGN
NEEDS AND WANTS
SOCIAL BEHAVIOUR

2. Needs and Wants NEEDS A need is something that we must have.
There are 5 main types of needs:
1. Psychological eg, food and water
2. Safety eg, security , protection, shelter, warmth
3. Social eg, acceptance, belonging, love, respect, friendship
4. Esteem eg, status, self respect, responsibility, achievement
5. Self-fulfilment eg, fulfilling potential, creativity
In life, we try to satisfy the most important need first , then work on the others. This is the same with design.

3. Needs and Wants WANTS A want is something we would like to have.
Because there are so many products to choose form it is up to the designer to try and make the consumer want their product.
There can be many reasons for wanting a product:
TO MAKE OUR LIVES EASIER
TO HELP US FEEL A PART OF A GROUP
TO PROVIDE A FEELING OF SAFETY
TO HELP US FEEL BETTER INFORMED
TO GIVE US SOCIAL STATUS
TO IMPROVE HEALTH AND WELLBEING
When designing a product the designer should concentrate on at least one of the above. This will hopefully help the consumer WANT their product rather than a similar one already on the market.

4. Needs and Wants REVISION QUESTIONS
Use examples of products to explain the difference between needs and wants.
Give an example of two products that satisfy a human need. State clearly which need in each case.
Give three examples of products that you feel people have bought to boost their personal image. Give reasons for your choice.
Discuss how the design and the marketing of a product can make it desirable.

5. Social Behaviour
Although people’s tastes differ and they are regarded as individuals, designers treat people as groups or ‘segments’ differentiated by such factors as cultural differences, religious beliefs, lifestyle or age.
Designers will design products for the particular market segments according to that groups perceived needs and wants.
A consumer’s behaviour is strongly influenced by cultural, social, personal and psychological characteristics.

6. Social Behaviour CULTURAL FACTORS
Human behaviour is learned from family, friends and other important institutions.
Designers continually try to anticipate and spot cultural shifts in order to imagine new products that might be wanted. E.g. the increased desire for more leisure time has resulted in more demand for convenience and entertainment based products.
SOCIAL FACTORS
A consumer’s behaviour is influenced by their social status and other social factors such as their circle of friends, organised groups etc. E.g. teenagers in the same peer group will be interested in the same music, fashion etc.
As people get older they will begin to buy products that reflect their status in society.

7. Social Behaviour PERSONAL FACTORS
A consumer’ choice of product is influenced by personal factors such as age, occupation, economic situation, personality and lifestyle. As each of these circumstances will change through time so will the type of products they buy.
PSYCHOLOGICAL FACTORS
Motivation; sometimes we are motivated to buy a product through a desire to be recognised, or be safe, or to recognise or reward someone.
Perception; We often buy products because we perceive them to be good quality or we avoid buying products because we perceive them as being inferior.
Learning; If our experience of a product is good then we are more likely to develop brand loyalty to its manufacturers and vice versa.
Beliefs: Beliefs are based on knowledge, experience or opinion, eg a consumer may hold the belief that electronic products made in Japan are of higher quality.

8. Social Behaviour REVISION QUESTIONS
Briefly describe 2 psychological factors that can influence the products we buy. Use examples to illustrate your answers.
Describe how people’s lifestyles can influence the products they buy.