Page 188 - Foundations of Marketing

Consumer Buying Behavior | Chapter 6 155

Figure 6.2 Maslow’s Hierarchy of Needs

Self-actualization needs

Esteem needs

Social needs

Safety needs

Physiological needs

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Next are social needs: the human requirements for love and affection and a sense of
belonging. Advertisements for cosmetics and other beauty products, jewelry, and even cars
often suggest that purchasing these products will bring love and social acceptance, and are
therefore appealing to social needs. Certain types of clothing, such as items emblazoned with
logos or slogans, appeal to the customer’s need to belong by displaying their affinity for popu-
lar brands.
At the level of esteem needs, people require respect and recognition from others as
well as self-esteem, a sense of one’s own worth. Owning a Lexus automobile, purchasing
an expensive handbag, or flying first class can satisfy esteem needs. Purchasing products
from firms that have reputations for being socially responsible can be motivated by a
customer’s desire to be perceived as a caring individual, thus contributing to satisfying
esteem needs.
At the top of the hierarchy are self-actualization needs. These refer to people’s needs to
grow and develop and to become all they are capable of becoming. Many people never reach
this level of the hierarchy, but it can be motivating to try. Some products that may send mes-
sages that they satisfy these needs include fitness center memberships, educational institu-
tions, and self-improvement workshops. In its recruiting advertisements, the U.S. Army told
its audience to “be all that you can be,” a message that implies that people can reach their full
potential by enlisting in the U.S. Army.
Motives that influence which establishments a customer frequents are called patronage
motives . A buyer may shop at a specific store because of such patronage motives as price,
service, location, product variety, or friendliness of salespeople. To capitalize on patronage
motives, marketers try to determine why regular customers shop at a particular store and to
emphasize these characteristics in the marketing mix.

Learning
Learning refers to changes in a person’s thought processes and behavior caused by infor-
mation and experience. Consequences of behavior strongly influence the learning pro-
patronage motives Motives
cess. Behaviors that result in positive consequences tend to be repeated. For example,
that influence where a person
a consumer who buys a Snickers candy bar, enjoys the taste, and feels satisfied after purchases products on a
eating it is more likely to buy Snickers bars again. The individual will probably continue regular basis
to purchase that product until it no longer provides satisfaction. When outcomes of the
learning Changes in an indi-
behavior are no longer satisfying or no longer contribute to achieving a desired goal, such vidual’s thought processes and
as weight loss, the person may switch to a less fattening brand or stop eating candy bars behavior caused by information
altogether. and experience

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