IGNOU : M.COM : MCO 6 : UNIT 4 : Q - 2. Describe Maslow's hierarchy of need theory. Discuss its significance for understanding the buyer behaviour.

 Ans. Maslow's Hierarchy of Need Theory of Motivation : Abraham Maslow tried to explain that people have hierarchy of needs at particular time, which they want to satisfy. According to him the most pressing human needs are required to be satisfied first and the least pressing are at the last. In terms of hierarchy they may be arranged as 1) physiological needs, 2) safety needs, 3) social needs, 4) esteem needs, and 5) self-actualization needs.

Maslow's Hierarchy of needs theory is based on the following premises:

•  All human beings acquire a similar set of needs through genetic endowment and social interaction. Social Factors Reference groups, Family, and Roles and statuses.
• Some needs are more basic or critical than others.

The more basic needs must be satisfied to a minimum level before other needs are activated. 

As the basic needs become satisfied, more advanced needs come into play.

• These needs can be arranged in a hierarchy.

Let us take an example to explain this theory in the context of buyer behavior : Suppose a consumer is interested in buying digital video camera. We may presume that this consumer has satisfied his physiological, safety, and social needs and his interest in buying digital video camera might come from a strong need for fulfilling esteem needs or it might have come from satisfying self-actualization need he wants to be a creative person to show his talent in photography.

Maslow's theory is a good guide to general behaviour. It is important to remember that any given consumption behaviour can satisfy more than one need. Likewise, the same consumption behaviour can satisfy different needs at different times.

The major problem with Maslow's theory is that it can not be tested empirically; there is no way to measure precisely how satisfied one need must be before the next higher need becomes operative. But despite the criticisms Maslow's hierarchy is a useful tool for understanding consumer motivations and is a readily adaptable to marketing strategy, primarily because consumer goods often serve to satisfy each of the need levels. This hierarchy offers a useful, comprehensive framework for marketers trying to develop appropriate advertising appeals for their products.