Consumer attitude
When it comes to understanding any human consumer behavior plays an important role. Maslow described the different human needs and how relevant each need is to a person’s existence. Marlow termed the most important needs as the deficiency needs and he noted that before anyone fulfills any other secondary needs, one must have in fulfillment the primary needs. When a given needs dominates a human being there is great motivation by the person to meet this need. Marlow’s hierarchy dictated that after all the basic needs are met, human beings will always strife to better their lives.
Maslow came up with the hierarchy theory that tried to describe how human behavior affects their needs. The lowest is the physiological needs. This includes food, air, drinks, sex, sleep and many more. Most of the physiological needs are vital to human survival thus one cannot do without. Since they are key to their survival this needs make human beings move an extra mile to ensure they are met. The next is safety needs., this include physical safety, where people want to have safe environment away from things like war, natural disasters, abuse and family violence of any sort, economic safety is also important, since most consumers work extra hard to ensure they are financially stable and they can afford all the necessities for their families. With financial stability the consumer is able to keep savings, have a secure job, insurance policies. Health and physical wellbeing is also important when it comes to satisfying consumers safety needs (Jae & Hanna, 2015).
Belongingness is what is next after the physiological and safety. Human beings have the need to feel loved and socially accepted plays an important role in an individual’s life. Having strong emotionally reliable relationships such a s friendship and intimacy and family are very important and in other people cases it surpasses safety. The next is ego needs. this drives a lot of people to go out of their way in order to gain a stature in the society. The feeling of accomplishment gives people the self-confidence and they gain freedom to do whatever they desire (Lester,2013).
Self-actualization is on top as humans have the greatest desire to be the most they can be. That means if one is a student they want to be an A student, if one parents they want to be an ideal parent idolized everyone. Self-actualization helps people in discovering who they really and thus have different hobbies, creativity projects or just fulfilling their childhood dream of travelling across the world (Berl, Williamson & Powell ,1984). This needs are more intertwined thus satisfaction of one need helps a person achieve the others.
References
Berl, R. L., Williamson, N. C., & Powell, T. (1984). Industrial Salesforce Motivation: A Critique and Test of Maslow's Hierarchy of Need. Journal of Personal Selling & Sales Management, 4(1), 33-39.
LESTER, D. (2013). MEASURING MASLOW'S HIERARCHY OF NEEDS. Psychological Reports, 113(1), 15-17. doi: 10.2466/02.20.PR0.113x16z1
Jae Min, L., & Hanna, S. D. (2015). Savings Goals and Saving Behavior from a Perspective of Maslow's Hierarchy of Needs. Journal of Financial Counseling & Planning, 26(2), 129-147.
