Abstract
The scientific problem lies in the fact that consumer needs in the postmodern1 era, as a response to the growing significance of the socio-emotional values in contemporary society, are stated rather than examined in a specific industry context to identify the feature of the needs which dominates in consumers within a specific industry. The paper presents an analysis of the motivating consumer needs within the Lithuanian mobile telecommunications sector, enabling identification of the prevailing type of consumers (based on the features of motivation needs), which affects consumer commitment to a specific service provider.This work aims at testing the assumption that the socio-emotional feature dominating in the needs of consumers in the postmodern era is characteristic of the consumer needs in the Lithuanian mobile telecommunications sector. The dominating feature of consumer needs was identified on the basis of the scientific literature examining the concept of postmodern marketing, which reveals the system of needs characteristic of contemporary consumers and its features.The analysis of consumer needs, made in the Lithuanian mobile telecommunications sector, is relevant in that motivating consumer needs are differentiated into the notional types depending on the characteristics of those needs. The practical outcome of the analysis is relevant as it explains the basic causes that determine the consumer commitment and/or buying/consumption decisions.
Highlights
When the dominating needs of contemporary consumers and their characteristic features are identified, a significant role falls on the personal value orientations in the postmodernist era, which shape the needs of the individual a as consumer in the market
In order to identify the characteristic feature of the motivating consumer needs in the Lithuanian mobile telecommunications sector, findings of a survey conducted by the market research company TNS Gallup (2008) were used
The analysis has led to the following generalisations and recommendations: 1. Proceeding from the fact that consumers of the Lithuanian mobile telecommunications sector possess a characteristic socio-emotional feature of motivating needs, it should be argued that the basic competitive advantage in the mobile telecommunications market should be formed by meeting the needs of consumers who belong to specific groups and of emotional convenience expressed as the need for security, risk minimization, etc
Summary
When the dominating needs of contemporary consumers and their characteristic features are identified, a significant role falls on the personal value orientations in the postmodernist era, which shape the needs of the individual a as consumer in the market. The shift of personal values catalyses changes in the consumption behaviour: depending on the characteristic system of personal values, the individual’s inclination for consumption or for commitment to a company may be based on the rational or socio-emotional needs. Consumer needs and their characteristic features enable the understanding of the consumer motives that determine his buying decision and commitment to a company or to its product brands. 2. The growing significance of the social and emotional consumer needs in the postmodern era highlights not the importance of the product as an article of the market exchange, but rather its semantic values which shape the needs of consumers and/or stimulates their commitment to a company or to its product brands. Typologization of the characteristic consumer needs is significant in that it provides a possibility to explain the basic reasons for the of behaviour of a specific consumer, group of consumers or even industry in the market and, on the basis of these reasons, to identify the required marketing concept to manage consumer needs
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
