Page 39 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes Maslow's Hierarchy of Needs

In a hierarchy of motives, the most influential motive is seen as enjoying the most dominant
position and so on through the entire list. The hierarchy of needs proposed by Abraham H
Maslow is perhaps the best known. Maslow classified needs into five groupings, ranking in
order of importance from low-level (biogenic) needs to higher-level (psychogenic) needs and
suggested the degree to which each would influence human behaviour. According to this scheme,
individuals strive to fulfil lower-level needs first, before, higher-level needs become active. The
lowest level unfulfilled need of an individual serves to motivate her/his behaviour. When this
need is fairly satisfied, a new higher-order need becomes active and motivates the individual. If
a lower-order need again becomes active due to renewed deprivation, it may temporarily
become more active again.

Figure 3.1: Maslow's Hierarchy of Needs

Self-actualisation
(self-fulfilment)
Ego needs
(success, prestige, self-respect)
Social needs
(friendship, affection, belonging)

Safety and security needs
(protection, order, stability, certainty)

Physiological needs
(air, water, food, shelter, clothing, sex)

1. Physiological Needs: According to Maslow, the first and most basic level of needs is
physiological. These needs are essential to sustain biological life and include air, water,
food, shelter, clothing and sex - all the primary or biogenic needs. Physiological needs are
very potent when they are chronically unfulfilled. In his book, 'A Theory of Human
Motivation', Maslow says, "For the man who is extremely and dangerously hungry, no
other interest exists but food. He dreams food, he remembers food, he thinks about food,
he emotes only about food, he perceives only food and he wants only food."
2. Safety Needs: After physiological needs, safety and security needs acquire the driving
force and influence an individual's behaviour. These needs are concerned with much more
than only the physical safety and include routine, familiarity, security, certainty and
stability etc.

Example: The labour unions in India provide members the security of
employment.
3. Social Needs: The third level, social needs, include love, affection, acceptance, belonging
and friendship etc. People need warm and satisfying human relationships with others.
People have strong attachment with their families and are motivated by love and affection.
Ads of personal care products often emphasise appeals based on social acceptance.
4. Ego Needs: The fourth level is concerned with ego needs. These needs include reputation,
prestige, status, self-esteem, success and independence etc.

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