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2.2/ Classifying consumer need
2.2.1/ Specific needs and buying power
A need is something that is necessary for human’s healthy life. In general, needs are defined as requirements for something essential or desirable that is laking. That is, needs are the most basic factors and the starting point of the generating process of behavioral outcomes. Therefore, undertanding a user’s needs is quite important to satisfy the user.
According to Michael R. Solomon (2011) there are many type of needs such as biogenic needs, psychogenic needs, utilitarian needs and hedonic needs. In which, biogenic needs is certain elementary necessary to maintain our life such as, air, water, food and shelter. Psychogenic needs include the needs for Ambition needs, materialistic needs, power needs, affection needs and information need (Henry Murray (1938).
Two others needs influence the process of stimulating user behavior that are utilitarian and hedonic needs. Utilitarian needs are explained as requirements for products that remove or avoid problems with life, while hedonic ones are requirements for products that provide social or aesthetic utility to users. For example, a users who participate in an online social network to obtain useful information for his life has utilitarian needs, but the user has hedonic needs when he uses it for a social relationship or amusement.
One of the well-known theory of human needs Maslow's model (1943). According to Maslow, human needs including 5 level (and it should have form step by step and through each level but it can not have the "jump" and ignore the needs level before entering into a higher needs level) This will be discussed
2.2.2 Kano model of customer satisfaction
Kano offered a slightly deeper about customer needs through Kano Model of Customer Satisfaction (Kano 1984). In his model, Kano distinguishes between three types of product requirements which influence customer satisfaction in different ways when met
Must-be
2.2.1/ Specific needs and buying power
A need is something that is necessary for human’s healthy life. In general, needs are defined as requirements for something essential or desirable that is laking. That is, needs are the most basic factors and the starting point of the generating process of behavioral outcomes. Therefore, undertanding a user’s needs is quite important to satisfy the user.
According to Michael R. Solomon (2011) there are many type of needs such as biogenic needs, psychogenic needs, utilitarian needs and hedonic needs. In which, biogenic needs is certain elementary necessary to maintain our life such as, air, water, food and shelter. Psychogenic needs include the needs for Ambition needs, materialistic needs, power needs, affection needs and information need (Henry Murray (1938).
Two others needs influence the process of stimulating user behavior that are utilitarian and hedonic needs. Utilitarian needs are explained as requirements for products that remove or avoid problems with life, while hedonic ones are requirements for products that provide social or aesthetic utility to users. For example, a users who participate in an online social network to obtain useful information for his life has utilitarian needs, but the user has hedonic needs when he uses it for a social relationship or amusement.
One of the well-known theory of human needs Maslow's model (1943). According to Maslow, human needs including 5 level (and it should have form step by step and through each level but it can not have the "jump" and ignore the needs level before entering into a higher needs level) This will be discussed
2.2.2 Kano model of customer satisfaction
Kano offered a slightly deeper about customer needs through Kano Model of Customer Satisfaction (Kano 1984). In his model, Kano distinguishes between three types of product requirements which influence customer satisfaction in different ways when met
Must-be