Maslow's Hierarchy of Needs Applied to Marketing

Maslow’s Hierarchy of Needs in Marketing

• Marketers use Maslow’s hierarchy to appeal to consumer needs.
• Example advertising:
  • Physiological Needs: Evian water ad emphasizes hydration to appeal to thirst.
  • Safety Needs: Volvo promotes safety features for personal and family security.
  • Social Needs: Coca-Cola ad demonstrates friendship through social gatherings.
  • Esteem Needs: Nike fosters confidence with ads highlighting achievement.
  • Self-Actualization Needs: Apple shows creativity and fulfillment through product use.

Buying Motives

• Definition: Reasons a consumer seeks a product.
• Example: Nike shoes motivated by style and comfort.
• Buying Motives and Types:
  • Physical vs. Psychological: Need for water vs. desire for a designer bag.
  • Rational vs. Emotional: Printer on sale (rational) vs. buying a gift (emotional).
  • Product vs. Patronage: Choices based on product features vs. store trust.

Social Influences on Buying Decisions

• Factors include culture, family, and friends:
  • Culture: Affects shopping habits (e.g., halal foods).
  • Family: Influences brand loyalty (e.g., same toothpaste).
  • Friends and Coworkers: Create shared experiences; word-of-mouth impacts.
• Peer pressure can dictate purchases (e.g., latest phone trend).

Situational Influences

• Factors affecting decisions: weather, time, advertising, location, mood.
• Example: Buying ice cream due to hot weather.

Consumer Decision Process

1. Need Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase Decision
5. Purchase
6. Post-Purchase Evaluation
   • Outcomes: Satisfaction, disappointment, cognitive dissonance.

Types of Consumer Purchase Decisions

1. Impulse Decisions: Spontaneous (e.g., candy at checkout).
2. Routine Decisions: Minimal thought (e.g., weekly milk purchase).
3. Limited Decisions: Some consideration needed (e.g., school backpack).
4. Extensive Decisions: In-depth analysis (e.g., buying a car).