Customers buying benefits, not products, is a claim that I agree with. With every product purchased, the consumer is seeking some sort of benefit, such as convenience, satisfaction, necessity, or more specific benefits such as pain relief that can be achieved by purchasing and consuming aspirin, as mentioned by Mullins, et. al. in 2013 (p. 10). The same idea can be true for all products and services. The idea of customers buying benefits, not products, ties into the customer's wants and needs. A need is "the consumer's desire to get functional utility out of an offering" (Pahwa, 2022). A want can be defined as "a desire for offerings or benefits that are not necessary" (Pahwa, 2022). As explained by Mullins et. al. in 2013, a customer may want a specific brand, retail location, or service to satisfy a need that is provided by many different products/organizations (p. 7). Whether a customer wants or needs a product, benefits are the driving force either way.


 

I currently work in a restaurant that is known for providing generous portions. These generous portions can attract many different kinds of customers, who are all purchasing their own specific benefit when consuming the restaurant's products and offerings. All people need food as a basic necessity for survival, and therefore anyone who purchases food is doing so for that specific need and benefit. What a customer purchases specifically can represent what they want. For example, a body builder might choose to purchase food from there because the large portion sizes are great for helping them achieve their daily calorie intake- something that is very important for a bodybuilder to keep their size and strength. At the same time, the availability of listed calories and the ability to look up the macro/micronutrient content of dishes is also a benefit that they are purchasing. Another benefit is the satisfaction and dopamine release that happens when you consume food, a basic necessity for human survival. A vastly different customer situation could be an elderly couple that comes to the restaurant for the same benefit with slightly different circumstances. The elderly couple could be attracted to purchase goods there because they can both share one of the large-portion plates, as it could be more than enough to satisfy their hunger and can save them money at the same time.


 

As mentioned by Surasky, "People don't buy a car to own a good-looking sculpture made of steel, plastic, and glass" (2010). People buy cars for their benefits, which can range greatly from person to person. When I was 21 years old, I remember saving up money so I could buy a car to gain the benefit of convenience in my life. With a car, I wouldn't have to rely on the local bus as a means of getting to work. The bus was notorious for being inconsistent with pickup and dropoff times, which often made me late for work and other appointments. Once I had enough money saved, I bought a 15 year old Toyota Camry for the sole purpose of it being affordable and my newfound ability to conveniently travel. Another consumer might purchase a car for an entirely different reason. Someone with more money to spend or poor financial discipline might purchase a car with the intention of trying "to impress the world or express their good taste" (Surasky, 2010).


 

References

Mullins, J., Walker, O. C., & Boyd, Jr., H. W. (2013). Marketing management: A strategic decision-making approach (8th ed.). Mcgraw Hill Higher Education.

Pahwa, A. (2022, September 13). Needs vs wants - understanding the difference in marketing. Feedough. Retrieved January 18, 2023, from https://www.feedough.com/needs-vs-wants/#:~:text=In%20marketing%2C%20a%20need%20is,food%20is%20a%20consumer%20need.

Surasky, C. (2010). Customers Buy Benefits. Sellingpower. Retrieved January 18, 2023, from https://www.sellingpower.com/2010/02