What is the term used to describe a customer's desire for improved gut health, as mentioned in the video lecture about Activia Yogurt?

The correct term in this context is "Need," as it specifically refers to a fundamental requirement or desire that drives consumer behavior. In the case of gut health, it represents a consumer's recognition of an issue they may desire to improve, which in this scenario relates to their overall well-being.

A need for improved gut health stems from an understanding that health affects overall quality of life, and activating this need is crucial for marketers to effectively position their products. In the context of Activia Yogurt, the brand markets its product as contributing to gut health, addressing this essential need among consumers who are increasingly health-conscious. By focusing on improving gut health, Activia meets this specific need, making its message resonate with the target audience.

The other terms, while related to consumer behavior, do not carry the same weight in this specific situation. "Want" implies a more superficial desire that may not prioritize health, whereas "preference" refers to a choice among alternatives rather than a basic requirement. "Demand" signifies the willingness and ability to purchase, which is not as directly linked to the intrinsic health needs being addressed in this context.