What is demand? This is the most important characteristic of the market. In marketing - this is the main object of continuous monitoring, detailed study and impact on people.
Demand (by definition) is a demand presented in the market and constantly supported by money. It is impossible to talk about its solvency, because demand of any kind is, by definition, solvent, and otherwise it is simply a need. This concept can also be defined as the opportunity and intention of the consumer to purchase a specific product in a particular place and at a specific time. Forks of demand are different.
Shopping is a complex phenomenon that consists of various elements that have certain social, economic, demographic features, as well as regional ones. Such components make it possible to differentiate the types of consumer demand according to various criteria. These actions make it easy to adjust. Today there are the following types of demand:
1. Negative (for goods or services). The market does not accept goods or services. The task of marketing in this case is to study the source of resistance and determine the ability of the marketing program to change the negative attitude into a positive one by modernizing the product and further stimulating buyers.
2. Lack of demand. It happens that the product does not attract consumers or they are indifferent to it. What to do? How to act? We need to find ways to link the basic properties of the product with the natural (daily) needs of a person and his interests.
3. Hidden. This is the demand for a product that is not there. Many people dream of having a product that does not exist at all. In this case, the marketing task will be to determine the size of the potential market and create effective goods and services that can satisfy this demand.
4. What other types of demand exist? We analyze further: the falling one. With market saturation , demand falls lower and lower. Marketers need to conduct an in-depth analysis of the reasons for its fall, and also to find out whether it is possible to stimulate the sale of goods (services) again by searching for new markets and modifying goods.
5. Irregular. Depending on the time of year or even days, the sale of goods may fluctuate. We need to look for ways to smooth out such fluctuations and distribute demand over time using flexible prices, various incentive measures and other methods of encouraging consumers.
6. Supported. Usually in this situation, the company is satisfied with its own sales turnover. Types of demand are characterized by its shortage, and in the case when demand is constantly maintained, this is the most pleasant situation. The objective of marketing is to maintain the existing level, despite the constantly changing preferences and tastes of consumers, and growing competition. The product must be of high quality, and company employees constantly evaluate the level of customer satisfaction, then to analyze the correctness of their own actions.
7. Demand is excessive. In this state of affairs, it is higher than the offer; the firm cannot (or does not want) satisfy it. We need to look for ways to permanently or temporarily reduce such a high demand. This can be done by increasing prices or reducing service. This company policy is called demarketing.
8. Unwanted. This is the demand for a product that has established itself as harmful to health. In this case, you need to convince consumers of "bad" products to abandon bad habits; disseminate awesome information, provide statistics; sharply raise prices and limit the availability of this product.
So we examined the types of demand in marketing.