NECESIDADES DE MASLOW

Maslow’s Hierarchy of Needs and Purchasing

Josh Nelson

Consumer Behavior

Dr. Zimmer

16 April 201

In the world of consumer behavior, it can be difficult to figure out just what drives a

particular decision. What is it that causes someone to make a purchase? One theory is that there

is a specific need that has to be filled. I believe this is the strongest motivator for getting

someone to spend their hard earned money. When there is an imbalance within an individual,

their goal is to satisfy whatever is needed to fill the void. In an article challenging Maslow’s

relevance in today’s world, Mark Rodgers summed his theory by say, “ ... brand strategists have

come to use Maslow’s model as a means of defining and then building on needs that brand X will

fulfill” (Rodgers, 29)

Abraham Maslow developed a theory as to what drives the needs that motivate us. He

established a hierarchy to place each of them in a pyramid. For a person to make their way up the

pyramid, they must fulfill each of the needs below. Each of these needs are fulfilled by different

purchases that we make. By looking at what each level of need consists of, the types of

consumption associated with them, and the relationship between the need and the decision

process, we can gain a better understanding on why we make the choices we do.

Physiological Needs

At the bottom of the pyramid is physiological needs. They are the basic needs that each

person needs to survive. Food and water fall under this category. These physiological needs are

of absolute priority.

“Until these basic needs are satisfied to the degree needed for the

sufficient operation of the body, the majority of a person’s activity

will likely be at this level, and the other levels will provide little

motivation (the other needs are still there, simply not dominant)” (Oleson, 84).

This is where marketers come into play. There are countless companies whose primary focus is

the sale of either food or drinks.

From a business perspective, the goal is to find a way to sell a product. When it comes to

the difficulty of convincing a consumer to make a purchase, selling food is relatively easy

compared to other products. Everyone has to eat. There are several other factors that are taken

into consideration by the consumer when making a purchasing decision. The cost of a purchase

is one of the strongest determiners at all levels of a decision.

When it comes to the physiological needs at the bottom of Maslow’s hierarchy, there are

very low cost ways to fulfill the need. McDonald’s may not be the healthiest choice, but it gets

the need filled, and it does so very cheaply. There are numerous companies whose primary

products are beds. These companies are all trying to position themselves as providing the best

night’s sleep at the best price for the cost. The need for sleep is very high, and consumers are

often looking for ways to improve the quality of their sleep.

For those less fortunate, it is important to understand that it is often very difficult for

these physiological needs to be fulfilled. They are not worried about anything other than where

they are going to get their next meal. For others, it is about finding a fine dining experience.

Some of the high-end restaurants focus on the quality and specialty of the food that they serve.

Consumers are drawn to them for the experience that accompanies the meal. When cost is less of

a determining factor to the consumer, they are able to look into more options.

Marketers’ biggest difficulty when it comes to physiological needs is finding their place

within a given market. With so many options, it can be difficult to convince the consumers that

what they have to offer is where the should go. This is why they spend so much time with clever

advertising and cost lowering efforts. When the cost of a purchase is low, the amount of time

spent on making the decision is lowered, so marketers have to establish themselves to the point

that they are often the first thing that comes to mind.

Safety Needs

After the physiological needs have been fulfilled, focus can be shifted to the needs for

safety. This category is more complex than the physical needs of our bodies that we need to live.

The need for safety looks into the security of: body, employment, resources, property and family,

as well as others. These securities are not only short term and immediate, as with the need to eat,

but deal with long term issues.

Companies like Monster.com have found a niche by offering a service for helping people

find a job. This relates to multiple safety needs. The need for job security ultimately influences

most of the other needs contained not only for safety, but for the rest of the hierarchy. This

allows them to have a relatively strong foundation, because that need is nearly impossible to go

without. Each different company must find a way to separate themselves from the others in order

to draw consumers toward them.

Security systems, for homes and businesses, aim to fulfill a need that is sometimes very

high on a consumer’s list of priorities. In today’s world, the need to feel safe and secure by

protecting oneself and property has led to a growth in this type of business in many areas. In

terms of the actual marketing approach of these firms, having a convincing argument that they

are the best is often key. While cost is still a factor, this is one area in which many are willing to

spend more to ensure that they are safe.

The long-term aspects of security lead to the complication within this level. Insurance

companies, banks and investment firms allow people to plan for the future. They aim to ensure

the consumer that the choices they make are of the most benefit for the future. The knowledge

that one’s long-term security is taken care of allows consumers to open themselves to spend

more money now.

Given the impact of these long-term decisions, consumers often spend much more time

making their choices. When the outcome of a purchase has such an affect, more research is often

done. When this happens, there is a need for much more rational information to be given by a

firm. If someone wants a cheeseburger, it is easier to convince someone quickly that yours is the

best for the least cost. On the other

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