A consumer want that is unable to be satisified, due to a lack of awareness about a suitable product’s existence; lack of information about such a product’s advantages, or a lack of money.

One of the foremost aims of marketing is to either influence the prospective purchaser to allocate his or her disposable income differently, or to create purchasing power via avenues such as deferred billing or hire purchase arrangements.

See also:
Marketing
Disposable income