“True Needs” in marketing can cover

“True Needs” in marketing can cover other aspects as well. Some
customers might, for example, be lazy and prefer to keep purchasing from
an existing supplier rather than make the effort to change even if such a
change might result in better value-for-money. Others might be riskaverse,
preferring to stay with a tried-and-tested solution rather than an alternative which might be better but which also might go disastrously
wrong.