Demands is the last step in the concept of understanding needs. After human beings recognize their needs, and they gave a valuation about what they really want to satisfy those needs, they demand for products that have value and give them some kind of satisfaction. Marketing recognizes this process as the buyer decision process. According to Kotler, P. "Demands are human wants that are backed by buying power" (p.6). Although marketers offer their products based on customer needs, wants, and demands, the reality is that marketers study the different factors, such as culture, personality, segmentation, demography, geography, and customer behavior factors, which would position their product in a sustainable level. It is how the relationship between customers and marketers starts.
See the diagram below to understand the buyer decision process completely.
See the diagram below to understand the buyer decision process completely.
References
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, NJ; Pearson.