At the end of the Consumer Motivation and Personality Chapter, we discussed the work of Abraham Maslow
At the end of the Consumer Motivation and Personality Chapter, we discussed the work of Abraham Maslow
Maslow’s Need Hierarchy & Products
At the end of the Consumer Motivation and Personality Chapter, we discussed the work of Abraham Maslow. Maslow proposed that humans must first satisfy a lower level of need (at least minimally) before they can allow themsleves to worry about higher-order needs.
As the textbook argues, there are a number of market offerings which can satisfy one or more level of needs in Malsows pyramid.
Your job is to come up with some market offerings which satisfy more than one level of need as described by Maslow. For example, a bottle of Fiji drinking water can serve “Physiological” needs (the most basic) because it hydrates your body, but it can also serve your “Ego” needs because it is so darn expensive the fact that you can afford it may signify something about your ‘status’…
Please remember, in general, you cannot “buy” your way toward “Self-Actualization” – it will take some VERY creative thinking if you want to claim your “market offering” can satisfy the highest level in Maslow’s pyramid…
HINTS – INSTRUCITONS:
1) Your product must satisfy the need directly; in other words, you cannot say your refrigerator provides food because you must buy it and put it in there first. Most “symbolic” products will also fall into this category – for example, an engagement/wedding ring may symbolize intimacy, safety, affection etc. but these are things the person who gave you the ring must provide. To make sure your product doesn’t fall into this category, the product or service should be something you buy for yourself – not something you give or is given to you.
2) Product must satisfy the need by itself – it cannot depend on anything else (a lock would not be a good example because although it can give you security, it must be attached to some type of door).
3) Social needs can only be met if your product facilitates social interaction you wouldn’t otherwise have. A “sense of belonging” is not going to satisfy any ‘real’ social needs.
4) Your product cannot create the need you claim it satisfies. So you can’t tell me your car provides “safety” by having air bags, seat belts, etc. because you would not need that type of safety if you simply didn’t drive it.
5) If your product or service requires on-going consumption in order to satisfy the need you claim it does, you must make this clear.
Please remember, in general, you cannot “buy” your way toward “Self-Actualization” – Quite simply, if a person is shallow enough to feel “self-actualized” just by buying a very expensive car or yacht, or anything, there’s a pretty good chance they will feel unfulfilled as soon as a more expensive or exclusive version becomes available!.
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