Human Role is Changing

Considering market’s needs and wants is compulsory on creating a product or delivering a value of a product. People’s purchase behavior is affected by their motivation based on needs and wants. However, since the role of human is changing, the needs and wants are also changing. It is also effecting their motivation and purchase behavior as well. So, how will the marketers deal with that?

Many years before, human only did one role in life. For example, women are doing house works and men are working outside the house. Since 1990s, it has been completely shifting to double income standard. Men and women are working outside the house. In this case, women role has been doubled. These days, in some culture, some country, lots of young singles have been doubled their role as both a single person and a spouse. Many of young singles (un-committed) have decided to move with their partner, buy a house together and live together. Therefore, suddenly young females start to act based on 2 roles, as a single and a wife at the same time. As a person, they still have characteristic on being self-center, but meanwhile they also have to do the role as a decision maker of the house, and it has forced them to think about others in the house (no different with a married couple, right?!). Well, suddenly everything is overlapping.

It is much simpler to sell your product when you know exactly what your target do and not do. But due to the changing of roles in life, how will you as marketers communicate or create a product value to people who behave and react to completely different levels at the same time? Should we just close our eyes to this issue? Create much complex communication or product? (daisy)