People are consumers and people have a number of basic personal and societal needs that transcends individuality

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People are consumers and people have a number of basic personal and societal needs that transcends individuality. Certain basic human physical needs (food, clothing, and shelter, for example) can be best met through mass marketing. In addition, consumers desire low prices and functionality in some of their basic products and services. Mass marketing allows the firm to foster the lowest price through economies of production, distribution, and marketing. Additionally, people like to have some degree of un-complications in their daily life that is best served through mass produced products. Asking the consumer to make too many choices, can backfire on marketers as it can overly complicate and stress consumers—for example, the design of a new home can be both a rewarding and stressful experience; the intended owner(s) is(are) asked to make literally hundreds of decisions about size, floor plans, colors, and options throughout the process. Not complicating a consumer’s life, through mass production and mass marketing of products can create a viable marketing niche for companies

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