The value of maslow s motivational need theory

1 . zero. Introduction

Motivational-need ideas have been important in expanding various designs that are used in defining customer behaviour (Solomon, 2009). For instance, Maslow’s need hierarchy theory which declares some particular needs should be fulfilled by an individual before needs which might be higher inside the hierarchy turns into salient. In cases like this, the interrelationship between the requirements that individuals have in the contemporary society is specified. According to Maslow’s need hierarchy theory, the physical needs come before, followed by security needs, interpersonal needs, self-pride needs and finally the self-actualisation needs (Maslow, 1965).

In the recent past, learning and aesthetic requirements were added into Maslow’s need hierarchy theory. In such a case, the attitude of an individual is known to generate arousal and it gives path to the behavior of individuals which in turn defines their very own decision-making process in buying. Although motivational ideas have been applied extensively in human resource management, and so making motivational theories to be rarely utilized in consumer research, latest developments as well as the increase in the understanding of various the fact of motivational theories have enhanced the application of these ideas in client research (Solomon, 2009).

For instance, the realisation from the consumer requirements, desires and wants depends on the level of an individual’s motivation made Maslow’s require hierarchy theory to receive significant popularity for this is significance in the marketing concept, regardless of the overwhelming evidence refuting the presence of such hierarchies.

This dissertation presents a critique from the application of Maslow’s need hierarchy theory in the consumer shopping for processbased for the relevance with the provisions of the theory today. 2 . 0. Maslow’s Need Hierarchy Theory and client behaviour In consumer actions, it is hard figure out what drives various decisions among the customer. The key concern is that, the consumers include a crucial want that requires to get fulfilled. This really is a key motivation for internet marketers since it is likely to make the customers spend as they satisfy the requirements. When there is dissatisfaction among the list of consumers, they fight to ensure they are able to meet their needs by covering the emptiness that results from the imbalance developed by lack of satisfaction. In one of the theories by simply Rodgers (2003) which were targeted at challenging Maslow’s need pecking order theory, Industry Rodgers summed his theory by saying that, company strategist make use of the use of Maslow’s model as being a mean whereby they define and build about needs that brand By fulfils. Based on this pecking order need theory of determination, an individual has to satisfy the reduced needs to make certain that they proceed to the greater growth requires (Oleson, 2004). In this case, Maslow stated that each person has the ability to of upgrading the structure and every person strives to do this.

However , it can be unfortunate the fact that progress among individuals is interrupted by their failure to fulfill the lower level needs (Rodgers, 2003). A few circumstances that people find themselves in make them to take decisions that do certainly not observe the hierarchy needs since described by Maslow. For example, celebrities may begin with the standard physiological requires in the contemporary society and they trap the additional stages to the stage of self-actualisation which is a need for recognition (Wier & Smed, 2000). In the same way, events like divorce or loss of task can make a person to change between the several levels of pecking order needs. Maslow’s hierarchy theory of requirements is frequently employed by marketers in explaining the nature of demand anticipated from the consumers in the market. Maslow’s hierarchy theory was developed in a way that it indicates what drives the needs that motivate individuals. The structure needs theory was developed in a way that for a person to satisfy the fact that needs explained up the pyramid, they must have been able to meet that need s i9000 appearing coming from below the table (Harold & Drillings, 2012). In this case, with the nature of consumption on the market, and the marriage that is present between the individual needs and the decisions that are made inside the buying method, it is much easier for entrepreneurs to understand so why the customers help to make various obtain decisions.

I. Physiological requires

Considering the physical demands of people which are at the end of the pyramid, these are standard needs to every individuals and all people need to strive to satisfy them (Rakowski, 2011). These needs can be a priority to all individuals on the market and there is no chance that a client could trap through the physical needs to fulfill any other demands in the market (Rakowski, 2011). Until the basic physiological needs of your individual will be satisfied, most of the activities of an individual will probably be aimed at reaching the needs at this level and this therefore the actual other must provide unimportant motivation to many of these. There are many companies which have the primary objective of selling foods and drinks. From a small business perspective, the main goal is to find a way by which they sell goods to the prospective client consumers in the market (Yalch, 1996). When it comes to the challenges which might be associated with convincing the customers for making purchases, the selling of foods is found to be easier when compared with other items (Oleson, 2004). This due to the fact food is actually a basic requirement for all people and all people need to consume or have some of the drinks.

However , the expense or the prices of the goods serve the fact that greatest determinant of the potential of the buyer to purchase the required product. In regards to the satisfaction of the physiological needs, there are very low costs that are used in fulfilling the needs of people (Harold & Drillings, 2012). When making this kind of purchasing decisions, McDonald will not be a more healthy choice for any customer, yet , it has got the needs stuffed and it will that inexpensively. There are many others that specialize in the manufacture and sell of beds. All these companies make an effort to position themselves in a way that they may be perceived to supply the best nights sleep on the best prices pertaining to the value which the customers purchases the beds. In such a case, the need for sleeping is excessive, but the difference arises as the customers try to get or improve the quality with their sleep.

In the matter of people who are less fortunate, it is essential to understand that it is difficult to allow them to easily gratify their physiological needs. For many of the buyers in this category, their primary worry is whether they will be able to meet their particular next meal. For most of the other consumers, it truly is about creating a fine cusine experience. Some of the high-end eating places thatfocus for the quality with the foods that they can offer the clients will draw the attention with the customers who will need to take advantage of the experience that accompanies the foodstuff offered. The highest challenge which the marketers confront in the market with regards to establishing all their market placing is that, it’s the challenge of convincing the shoppers to consume what they offer (Whelan & Barnes-Holmes, 2010). This explains the place that the marketers spend much of their time and money for making advertisements and also other cost reducing efforts. If the costs that are associated with the purchase of a given product are low, the amount of time that is spent on making such kind of decisions is decreased. Therefore , the marketers have to determine the very fact that they are often the initially things that comes into mind.

II. Basic safety needs

The category of the basic safety needs is far more complex when compared with the physiological needs (Rodgers, 2003). The protection needs do not consider short-term and quick as the physiological demands since they manage long-term concerns (Oleson, 2004). Companies like linked in and creature. com which assists people in trying to find jobs benefits into the creation of multiple safety requirements not only to get the safety requirements of the people but , the rest of the needs recognized in the structure. This makes this sort of companies to experience a strong basis since they are capable to separate themselves from other corporations in order to make sure that they are able to attract consumers towards them. Provided the nature of the protection needs among the list of consumers, many people are found to invest much more amount of time in making all their decisions relating to their selections. In the modern business environment, the advantages of people to safeguarded their security and safety has led to a substantial growth inside the types of companies in many place to place (Kreitner, 20). In reference to the marketing techniques that are implemented by these firms available in the market, the ability of your firm to convince the target customers that they can offer the ideal services is important. Though cost still is still a crucial take into account the decision production process among the customers, safety can be an aspect that many people are willing spend enormous sums involving to ensure that they can be safe. In comparison with this, many banking and insurance establishments spend drastically huge amounts of money in making certain their clientele plan their future (Solomon, 2009). In this case, these companies contend in providing rational data to the consumers.

III. Perception of belonging

Love, friendship and sense of belonging are the two key factors that specify how a person feels if they interact with others (Kreitner, 20). This based upon the way they think the others see them due to how they truly feel accepted (Whelan & Barnes-Holmes, 2010). The necessity of getting support, affection and connection with other folks is a significant part of knowledge that people have got in life. At present, dating sites are banking for the needs of people to establish companionship, love and acceptance. It has led to the boom in the number of online dating websites which usually receive significant following. Just about all the internet dating sites that have been very well marketed have always reported significant growth. Getting identified or associate which has a given group tends to determine a person’s identification (Harold & Drillings, 2012).

For instance, the purchase of specific products by individuals is definitely influenced by reference group. This is based on the fact that people order things which make them feel that they are a part of “the crowd. Apparently, when I was growing up, “cool kids had been known to have on specific issues and you could be seen a great outsider for not wearing these kind of things. There are many different companies that offer consumers with assorted ways through which they can look and enjoy life like a family group. Disney the industry fortune five-hundred company has always ascertained that the trip that it provides families to Orlando is included with memories that last among the list of family members for the relatively lengthy period of time. Such kind of family vacations or different outings for example to dinner parties are marketed while techniques that improve the family bonding knowledge. Facebook is an excellent example of how a need for take pleasure in, friendship and belonging could be fulfilled among people. Although the interpersonal websites are free for the purchasers, they capitalise on the will need of belonging and association among people plus they make significant gains by advertisements that are made by businesses which have at this point shifted to making social media advertisements.

IV. Esteem Needs

The esteem requirements have created much of consumerism which has made this nation to be what it is today (Kreitner, 2009). The thought of self-esteem, accomplishment respect and confidence between individuals provides a significant influence on the ordering behaviour of people since some of the purchases that are made in the market depend on people’s personality attributes and howthey wish to be perceived by simply others (Rakowski, 2011). For example, the kind of car that a person drives, the type of a house a person will buy are tangled up to an individual’s esteem. This kind of takes all of us back to the necessity of belonging were some people have to be associated with some group and in addition they therefore make their order decisions based on their research group. There are various companies which have been investing based upon the confidence needs that folks are found to have in the world. The character of an person is tightly aligned together with the esteem of the individual and his ability to strengthen the capabilities of obtaining his requirements (Yalch, 1996). According to the Maslow hierarchy need theory, the needs that can come lower in the pyramid will be portrayed being superior to all those coming at the upper parts of the pyramid; however , the esteem requires are significantly essential as well at regard towards the purchasing behaviour of individuals (Rakowski, 2011). For example, very many firms dealing in many different products in terms of the hair styles, colognes customers make many different purchase decisions nearly each and every day. Since several decisions the fact that customers make are long term; for instance, in the purchase of a car, there is a significant need for intensive analysis and a significant requirement of better advertising.

V. Self-Actualisation

Once all the other needs are achieved, the consumers find themselves in a position of self-actualisation (McGuire, 2012). This means that that as of this level, the consumers are not cumbered simply by external causes since they established a good comprehension of what they want to be and who they actually are. The part of self-actualisation can be where Maslow’s need pecking order appreciates that true creative imagination and popularity of various details among people (Wier & Smed, 2000). At this time, the entrepreneurs are aware that these kinds of folks are not conveniently convinced by marketing activities. This is because this can be a segment that order durchgang custom made products. This clarifies why firms like the automobile companies provide an opportunity for people to custom design and style their cars. These people will be charged substantially huge amounts to be able to achieve their particular desires. There are many automobile, building and real estate companies and many other companies which make significant profits by providing the customers with a probability to personalized design many.

3. zero. Conclusion

Coming from these results, Maslow’s need hierarchy determination theory provides a significant significance in today’s advertising environment. This can be evidenced through the many different corporations that are found to make significant gains simply by focusing on gratifying various levels of individual needs. As an example, companies dealing in foods and drinks often capitalise from the physiological requirements of the buyers, insurance and banking companies commit on the fulfilment of protection needs of folks in the culture, social networking firms like Facebook . com, twitter, WeChat and many other sites make all their earnings by fulfilling the necessity of belonging when it comes to, the clothing, hairdressing, colognes and automobile companies invest in the worth needs of people and finally, the capacity of internet marketers to appreciate the nature of the individuals at all their self-actualisation require levels has made many car and structure & enclosure companies to made significant gains by simply allowing these kinds of people to fulfil their wishes by customized making goods. In conclusion, based upon the results of the study conducted above, it is obvious that while the customers move up the hierarchy of needs, cash becomes much less a consideration to buy. This consequently indicates that every of Maslow’s hierarchy want has a particular good and service with them. Entrepreneurs therefore need to consider you will of their customers based on all their order of needs before making the providing decisions because the information provided by Maslow’s hierarchy of needs has a significant effect on the clients buying method.

References:

Harold, N. O. & Drillings, M. 2012, Determination: Theory and Research, Routledge, New Jersey. Kreitner, M. 2009, Management: Mindset theories, 9th edn, Cengage Learning. Available at: http://books.google.co.ke/books?id=GRvUF0pv41sC&pg=PA378&dq=Maslow%27s+Need+Hierarchy+theory&hl=en&sa=X&ei=-dyIUuO9OtOI7Aat24HgDw&ved=0CCwQ6AEwAA#v=onepage&q=Maslow%27s%20Need%20Hierarchy%20theory&f=false McGuire, K. L. 2012, Maslow’s hierarchy of needs, GRIN Verlag, New York. Oleson, Meters. 2004, ‘Exploring the relationship among money perceptions and Maslow’s hierarchy of needs’, Worldwide Journal of Consumer Research, vol twenty eight, no . you, pp. 83-92. Rakowski, N. 2011, Maslow’s Hierarchy of Needs Version ” the

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