1. Abraham Maslow American Psychologist from the 1950’s
He developed a theory of human behaviour to explain why we behave the way we do

2. Maslow’s Theory
He explored the different causes for human actions—he called these NEEDS
He said we satisfy our needs according to a HIERARCHY (pyramid), which follows a ranked order
He said that people are motivated to satisfy their most basic PHYSICAL NEEDS first

3. Maslow’s Theory self-fulfillment
He also said, only once our basic Physical Needs are met, will people be motivated by their higher needs for:
safety, love, respect and
self-fulfillment

5. Their most immediate concern would be SURVIVAL!
Maslow’s Theory
Why do we follow this order?
Consider the survivors of Hurricane Katrina
Their most immediate concern would be SURVIVAL!
They needed clean drinking water, basic food and shelter from the storm.

6. Maslow’s Theory
Individuals & the police then turned their attention to maintaining control & SAFETY

7. Maslow’s Theory
After the lower level needs are satisfied… basic needs & safety, people will become concerned with higher level needs such as SOCIAL/BELONGING needs & ESTEEM needs.

8. Maslow’s Theory Applied to MARKETING
Maslow’s theory is useful to marketers and advertisers of products that are WANTS
They will attempt to appeal to our motivation to “fit in” or to “be admired” or to “reach our potential”
These are the higher levels in the pyramid

9. Basic need for fresh water, fresh air, medicine, and BASIC food,
shelter & clothing

10. Need for personal security in a
family & society

11. Need to belong, desire to FIT IN,
have friends & be loved

12. Need to stand out and above others—status, recognition, attention & dominance

13. Need for personal growth Desire to be the best you can be

14. Applying Maslow’s Theory
LET’S LOOK AT SOME REAL LIFE EXAMPLES

20. Applying Maslow’s Theory
Using Maslow’s Theory, it is possible that the same general “consumer good” could fit at several different levels on the pyramid.
Let’s use FOOTWEAR as an example

21. EXPENSIVE DESIGNER…Coach, Gucci, Jimmy ChooB
“no sweatshop”, no leather (animal rights), special design for marathon runners…
EXPENSIVE DESIGNER…Coach, Gucci,
Jimmy Choo
TRENDY…Nike, Sketchers, DC, Converse
Insulated boots, steel toes, orthodic
BASIC…Value Village, Thrift Shop,
Wal-Mart

22. B
GROUP ACTIVITY
You will be given 30 product cards for food, clothing and automobiles
You are to analyze the items and determine which of Maslow’s 5 levels they fit with the best
Each level of need will have 2 food, 2 clothing and 2 automobile cards
Decide as a group how the cards should be organized

23. INDIVIDUAL ASSIGNMENTB
INDIVIDUAL ASSIGNMENT
Choose ONE PRODUCT TYPE (other than the examples used in class) as a starting point
Some suggestions: cell phone, vehicle, food/restaurants, clothing…
Draw and label the 5 steps of Maslow’s Pyramid AND add an appropriate title
Using the footwear example as a guide, list specific products, product models & features, brands &/or stores that would fit at each of the levels for your product choice
Think! Think! Think! Don’t stop at the
1st idea you come up with.
The more examples at each level, the better.
In a neat & organized way, place each of your examples with the appropriate level