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Abraham Maslow's Theory Of Consumer Behavior

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Introduction: Definition of consumer behavior “Consumer behavior is the study of how people buy, what they buy, when they buy and why they buy” Having defined consumer behavior thus, it must be understood that consumer buyer’s behavior includes assessment of the product, perception about the product, considering its worth for buying or discarding the product. Let us list out some of consumer behavior • Consumer behavior is very human • Consumer study is not easy to understand and study • Consumer behavior changes all the time and is affected by many factors • Understanding how consumer behaves is essential to marketers • Consumer behavior is continuous • Consumer behavior is affected by culture Culture does not affect all customers. This cultural diversity amongst buyers acts as an advantage of both organized and …show more content…

Abraham Maslow (1965) postulated that the needs consumer are in heirarchial model. His model also predicted factors such as basic, low-level physiological requirements and safety must be satisfied before higher-level instincts self-fulfillment and other social needs need to be satisfied in order for a purchase to occur. 1. Physiological needs: Every human being has many primary needs. These primary physiological needs that need to be fulfilled by every consumer are basic needs like air, water, food, shelter, sex, sleep, drinks, nourishment, etc.If these physiological needs are not satisfied, then higher needs like social and esteem needs will not arouse the consumer. 2. Safety and security needs: Once the basic physiological needs are met, next consumer gives preference to needs namely safety and security in order to be safe from physical, and environmental threats and risks. For example, such needs might be • Living in a safe area • Security of the job • Life and medical

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