The customer–marketing experience on premium products (brands)
1.0 Introduction / Needs and Wants
The content of marketing included the important concept which is the customer needs and wants of a product by research and development. This are consist of measuring the product value, the advantages of a product to a customer, the pricing, quality of product. Furthermore there are also including of the place and the promotion of the product.
1.1 Needs
Needs that defined as the natural sight of a human personality that needed something very important and must have condition in daily life but it can be affected by the marketing environment. There are such as the physical needs including foods, clothes, and accommodation; while the social needs including belonging and affection and last which is the individual needs such as knowledge and self-expression. According to Kotler and Keller (2009) needs are the basic human requirements. People need foods, air, water clothing, shelter to survive and people also have strong needs for recreation, education and entertainment.
1.2 Wants
Wants that defined as the human needs that shaped by culture, individual personality and the demand to have something, which are products and services. According to Boyd, Walker and Larreche (1998) wants reflect a person’s desires and preferences for specific ways of satisfying a basic needs. For example, a company needs office space and its top executives want an office at a prestigious address in midtown Manhattan (Boyd,Walker and Larreche 1998).
2.0 Decision-Making Process / Buyer Behaviour
2.1 Decision-Making Process
Decision-making process is process that made by the consumer before the purchase of a product. The following is the five-stage model of decision-making processes made by the consumer:

Source: (Brassington and Pettitt, 2007, Essentials of Marketing, 2nd edn, p.70)