The document discusses Abraham Maslow's Hierarchy of Needs and how it can help drive consumer motivation. The hierarchy categorizes human needs into five levels: physiological, safety, love and belonging, esteem, and self-actualization. Marketing based on this model involves segmenting consumers according to what level of needs they are seeking to fulfill, and targeting products and messages accordingly. Examples are given of how businesses address each level of needs.

1. How To Drive Consumer
Motivation?

2. Maslow's Hierarchy of Needs
Physioloigical needs: Air, water, food, shelter, sleep, clothing
Safety needs: Personal security, employment, health, property
Love & belonging: Friendship, family, sense of connection
Esteem: Respect, status, recognition, freedom
Self-Actualization: Personal growth and self-improvement.

3. HOW IT HELPS
Positioning
Abraham Maslow's Hierarchy of Needs is a psychological theory of hierarchical pyramid of human needs.
In marketing, it helps segment and target consumers based on where they are on this hierarchy.
Development
Insights
Positioning consumers on
the hierarchy, helps tailor
marketing messages and
product offerings.
It guides businesses to
address basic needs first
before appealing to higher-
level needs.
Helps in brand positioning
and product development
to align with consumer
motivations.

4. EXAMPLE: PHYSIOLOGICAL NEEDS
Fast-food chains
Grocery stores
Housing
Drinkable water
Fresh air

5. EXAMPLE: SAFETY NEEDS
Transportation
safety features
Workplace training
Home security
Healthcare

6. EXAMPLE: LOVE AND BELONGING
Social media
Clubs and gatherings
Forums
Networking
Communities

7. EXAMPLE: ESTEEM NEEDS
Luxury brands
Coaching
Awards
Public engagements
Status

8. EXAMPLE: SELF-ACTUALIZATION
Independence
Learning & Growth
Fulfilment
Overcome challenges
Creative expressions

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