2. INTRODUCTION
Abraham Maslow sought to explain why
people are driven by particular needs at
particular times. His answer is that human
needs are arranged in a hierarchy from most
to least processing.
People will try to satisfy their most important
needs first. When a person succeeds in
satisfying an important need, he will then try
to satisfy the next important need.
3.
For e.g. A poor man (need 1) will not
take an interest in latest happening in
the art work (need 5), nor in how he is
view by others (need 3 or 4), nor even
in whether he is breathing clean air
(need 2); but when he has enough food
& water, the next most important need
will become main.
4.
5.
6.
7.
8.
9. Physiological Needs
Physiological needs are those required to sustain life, such
as:
• Air
• Water
• Food
• Sleep
According to Maslow's theory, if these fundamental needs
are not satisfied then one will surely be motivated to satisfy
them. Higher needs such as social needs and esteem are
not recognized until one satisfies the needs basic to
existence.
E.g. Mobile- in metro city, any product for growing newbornJohnson & Johnson
10. Safety Needs
Once physiological needs are met, one's attention turns to
safety and security in order to be free from the threat of
physical and emotional harm. Such needs might be fulfilled
by:
• Living in a safe area
• Medical insurance
• Job security
• Financial reserves
According to the Maslow hierarchy, if a person feels
threatened, needs further up the pyramid will not receive
attention until that need has been resolved.
e.g. 1RK Flat for just married couple.
Helmet, Medicines, Basic Mobile- on Kids watch, TOP
security guard for home, PCI Pest control
11. Social Needs
Once a person has met the lower level physiological and
safety needs, higher level needs awaken. The first level of
higher level needs are social needs. Social needs are those
related to interaction with others and may include:
• Friendship
• Belonging to a group
• Giving and receiving love
E.g. Archies products, Gadgets with skype, netphone appln,
Parker Pen, Magzines, Linkedin
12. Esteem Needs
Once a person feels a sense of "belonging", the need to feel
important arises. Esteem needs may be classified as internal or
external. Internal esteem needs are those related to self-esteem
such as self respect and achievement. External esteem needs
are those such as social status and recognition. Some esteem
needs are:
• Self-respect
• Achievement
• Attention
• Recognition
• Reputation
E.g. Highly Expensive Products-Rolex, Mercedes, world tour
with cogs & kings, Phillips-55’’ 3D TV, living in Hiranandani
13. Self-Actualization
Self-actualization is the summit of Maslow's hierarchy of needs.
It is the quest of reaching one's full potential as a person. Unlike
lower level needs, this need is never fully satisfied; as one grows
psychologically there are always new opportunities to continue
to grow.
Self-actualized people tend to have needs such as:
• Truth
• Justice
• Wisdom
• Meaning
14. EXAMPLES ON HoN
The most obvious example of HoN ‘in action’ is in advertising
Biological and Physiological needs - wife/child-abuse helplines, social security benefits, roadside recovery
Safety needs - home security products (alarms, etc), house
and contents insurance, life assurance, schools
Belongingness and Love needs - dating and match-making
services, chat-lines, clubs and membership societies
Esteem needs - cosmetics, fast cars, home improvements,
furniture, fashion clothes, drinks, lifestyle products and
services
Self-Actualization needs – The need for challenging jobs,
need for highest level of promotion comes, peak experience
through more aware of the truth, justice.
