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Maslow's Hierarchy Of Needs

 

When it comes to consumer psychologically, there are four main influences on a consumer.

Motivation – This is what motivates the customer; the driving force behind their needs. The underlying motive is different to that of the stated motive. An example of this is that instead of wanting an iPod Nano, a consumer may want an iPod Touch though the iPod Nano would do the job that is required.

Maslow's theory states that all people are motivated to satisfy their own needs. The hierarchy states the order in which we seek to satisfy our needs, once the need is satisfied, we move on to the next stage of the hierarchy. This explains how in wealthy societies there is an ever growing demand for goods which satisfy the higher order needs.

The way Maslow’s Hierarchy of Needs works, is a customers needs are rated on a scale of 1 – 5. 1 being the least necessary, and 5 being the most basic.

  1. Self Actualization/ spending on creative products
  2. Esteem Needs- Status symbols
  3. Social needs- Spending on social pursuits
  4. Security needs- Locks, security system, insurance
  5. Physiological needs- Food, drink, shelter

 

Perception – Thee way an individual sees an external stimuli will influence their reaction.
There are three main causes of different reactions.
Selective Attention – Screen out the majority of stimulants
Selective Distortion – The tendency to adjust perceptions to conform to the current mind set.
Selective retention – We don’t remember everything. Info that reinforces certain beliefs and attitudes seem to be more reinforced than others.

Learning, Attitudes and Beliefs – Learning related to any long term change and that is associated with how info is processed.