Explain Maslow's Hierarchy Of Needs And Purchasing

Maslow’s Hierarchy of Needs and Purchasing

Josh Nelson

Consumer Behavior

Dr. Zimmer

16 April 201 In the world of consumer behavior, it can be difficult to figure out just what drives a particular decision. What is it that causes someone to make a purchase? One theory is that there is a specific need that has to be filled. I believe this is the strongest motivator for getting someone to spend their hard earned money. When there is an imbalance within an individual, their goal is to satisfy whatever is needed to fill the void. In an article challenging Maslow’s relevance in today’s world, Mark Rodgers summed his theory by say, “ ... brand strategists have come to use Maslow’s model as a means of defining and then building on needs that brand

McDonald’s may not be the healthiest choice, but it gets the need filled, and it does so very cheaply. There are numerous companies whose primary products are beds. These companies are all trying to position themselves as providing the best night’s sleep at the best price for the cost. The need for sleep is very high, and consumers are often looking for ways to improve the quality of their sleep. For those less fortunate, it is important to understand that it is often very difficult for these physiological needs to be fulfilled. They are not worried about anything other than where they are going to get their next meal. For others, it is about finding a fine dining experience.

Some of the high-end restaurants focus on the quality and specialty of the food that they serve.

Consumers are drawn to them for the experience that accompanies the meal. When cost is less of a determining factor to the consumer, they are able to look into more options. Marketers’ biggest difficulty when it comes to physiological needs is finding their place within a given market. With so many options, it can be difficult to convince the consumers that what they have to offer is where the should go. This is why they spend so much time with

While they were not the first to take advantage of the idea (I can remember my mother using online chat boards 20 years ago), they have been able to market themselves as the absolute best, even making Myspace an afterthought.

Esteem Needs Maslow’s Esteem level has created much of the consumerism that has built our country into what it is today. When I think about how many of the things that we buy are influenced by this part of the hierarchy, it amazes me. The ideas of self-esteem, confidence, achievement and respect for/by others are what make up this level. For many, everything from the clothes that they wear to they car they drive are often tied to this level. So much of who we are is tied to our self-esteem that it can be difficult to imagine ourselves without the things that we attach to our identity. Depending on the demographic and psychographic, the clothes that we wear can be very different, but within each of those groups, and often much smaller groups, how we dress can have a drastic affect on our esteem. This goes back to the need for belonging. Belonging is often tied to our self-esteem, which strengthens the draw that a product can have on a