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Retail Management
Notes Maslow’s model stresses that human beings have different types of needs which can be categorised
at different levels. According to the theory, depending upon the satisfaction of lower levels of
needs an individual moves up wards.
Did u know? Abraham Maslow is well renowned for proposing the Hierarchy of Needs
Theory in 1943. This theory is a classical depiction of human motivation.
Abraham Maslow’s Hierarchy of Needs Model
Figure 8.1 Maslow’s Hierarchy of Needs Model
Physiological needs comprises of the basic needs of the human being like food shelter and
clothing. This is the need which is phased by an individual in the starting of his career just out of
college. At this point of time the individual looks only for the basic requirements of his life.
Once such needs are satisfied an individual aims for the next levels of safety and security in his
life. At this stage an individual is looking for permanency of job and some sort of settlement in
life. This stage is characterised by meeting to basic necessities but does not have a sense of
security. Once, the permanency comes in an individual starts aiming for recognition and social
status. At this stage an individual aims for high social status and looks forward to achieve social
needs by joining clubs/associations. The last stage is where all the necessities have been met.
This is the stage where money, status or any other type of need does not remain unsatisfied. We
can say that an individual develops this feeling after spending a major part of his life in achieving
all his goals.
In relation to the stage of life of an individual a retail store can be successful in motivating
accordingly. For instance when you look forward to hire a very senior position person, you can
keep in mind that, such a person may not be looking for monetary growth as the prime factor.
Therefore you have to present the opportunities of a respectable and important position for
attracting such candidates. On the other hand a youngster who has just graduated and is looking
forward to avenues to start his career would have totally different needs. Such an individual if
not experienced, would only look for a basic subsistence level.
Notes The managers must identify the need level at which the employee is existing
and then those needs can be utilized as push for motivation.
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