Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e

6. Behavior Dimensions of
   the Consumer Market

Text © The McGraw−Hill

Companies, 2002

Behavioral Dimensions of the Consumer Market 159

Some psychologists argue that a person may have several reasons for buying—at the

same time. Maslow is well known for his five-level hierarchy of needs. We will discuss

a similar four-level hierarchy that is easier to apply to consumer behavior. Exhibit

6-3 illustrates the four levels along with an advertising slogan showing how a com-

pany has tried to appeal to each need. The lowest-level needs are physiological. Then

come safety, social, and personal needs. As a study aid, think of the PSSP needs.^2

Exhibit 6-2 Possible Needs Motivating a Person to Some Action

Types of Needs Specific Examples

Physiological needs Hunger Thirst Activity Sleep

Sex Body elimination Self-preservation Warmth/coolness

Rest

Psychological needs Aggression Curiosity Being responsible Dominance

Family preservation lmitation Independence Love

Nurturing Order Personal fulfillment Playing-competition

Playing-relaxing Power Pride Self-expression

Self-identification Tenderness

Desire for... Acceptance Achievement Acquisition Affection

Affiliation Appreciation Beauty Companionship

Comfort Leisure Distance_“space” Distinctiveness

Esteem Fame Happiness Identification

Knowledge Prestige Pleasure Recognition

Respect Retaliation Self-satisfaction Sociability

Status Sympathy Variety Fun

Freedom from... Fear Depression Discomfort Anxiety

Pain Stress Loss Illness

Harm Ridicule Sadness Pressure

Need

self for:

• estee
  accomp m,
  lishme
  fun, freedom, andnt,
  relaxa
  tion

friendship, status, esteemNeed for: love,

,

and acceptance by others

Need

for: (^) pr
otectio
n (^) and
physical well-being (perhaps involving
health, food, drugs, and exercise)
Need for: food, drink, rest, and sex
Examp
le nee
ds
Per
son
al^ n
eed
s
Soc
ial^
needs
Saf
ety
ne
eds
Phy
sio
log
ica
l^ ne
eds
PSSP name
“So it costs a bit more. But I’m worth it!”
(L’Oréal hair color)
“When you care enough to send the very best”
(Hallmark)
“Because so much is riding on your tires”
(Michelin)
“It really quenches your thirst”
(Gatorade)
Exhibit 6-3 The PSSP Hierarchy of Needs
Several needs at
the same time