Strategic Marketing Basics
Maslow’s hierarchy is a motivation model, well known in psychology.
This model explains motivation as follows: every individual is generating various needs at different levels. Once (s)he has satisfied needs at a certain level, the individual may generate needs at the upper level.
1. Every person is first motivated to meet his/her basic physiological needs: sleeping, eating, regulating body temperature, etc.
2. When these basic needs are met, the individual’s need for safety becomes his/her prime concern (to preserve what was acquired on the first level, in a way). This led to many products and services. Insurance is one example.
3. It is only once these needs for safety are satisfied that individuals can develop social needs: feeling part of a group, not feeling isolated. As evidence, we have observed over the last few years the evolution of communities, neighborhood committees, and organizations that respond to these needs. Brands are also caring for building "fan" communities.
4. When social needs are met, we can then move on to esteem needs: {feeling recognized as a person/having a sense of recognition as a person}, feeling valued, etc. These needs are fundamental enough in our societies, which are often a little inhuman and in which individuals are little more than numbers. The esteem need is more important than ever. We recognize it in all reception and service techniques (customer care).
5. Finally, the self-fulfillment needs fill the upper position. When a person is a member of a group and feels appreciated by others, he/she wants to invest energy in activities or to use products providing him/her self-satisfaction, a rewarding self-image.