According to Kotler, P. "Wants are the form human needs take as they are shaped by culture and individual personality" (p.6). Human needs are based on survival, while wants relies in human needs based primordially in personality and culture. Marketing knows that very well, and for instance, products are offered in different ways depending of the culture background of individuals, the location where they live, and the preferences that they show because of their personality. My marketing team and I learned and understood this concept deeply while we were doing the marketing analysis of our marketing plan.
Also, during a lecture, the example that helped me to understand this concept was about an American who needs food but he/she wants a Big Mac, french fries, and a soft drink; in contrast, an individual in New Guinea, who need food, wants taro, rice, jams, and pork.
References
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, NJ; Pearson.
Also, during a lecture, the example that helped me to understand this concept was about an American who needs food but he/she wants a Big Mac, french fries, and a soft drink; in contrast, an individual in New Guinea, who need food, wants taro, rice, jams, and pork.
References
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, NJ; Pearson.