Consumer

In the case of business organizations, and marketing organization, thepeople with the needs are called consumers or customers

Marketer’s job is to figure out what needs and wants the consumer has, and what motivates the consumer to purchase. Motivation is the drive that initiates all our consumption behaviors, and consumers have multiple motives, or goals. Some of these are overt, like a physiological thirst that motivates a consumer to purchase a soft drink or the need to purchase a new suit for an interview. Other motives are more obscure. Most consumption activities
are the result of several motives operating at the same time. Researchers specially trained in uncovering motives often use qualitative research techniques in which consumers are encouraged to reveal their thoughts (cognitions) and feelings (affect) through probing dialogue. Focus groups and in-depth interviews give consumers an opportunity to discuss products and express opinions about consumption activities. Trained moderators or interviewers are often able to tap into preconscious motives that might otherwise go undetected.
Consumer motives or goals can be represented by the values they hold

Sources:

⠀ Burnett, J. (2008). Core Concepts of Marketing. Retrieved from http://www.freeinfosociety.com/media/pdf/2936.pdf.

⠀ Block, L. G.,Williams, P.(2001). Consumer behavior. In B. S. Kaliski(Ed.). Encyclopedia of Business and Finance, vol. 1.(pp. 167-173). MacmillanReference USA (p. 167-168)