Course Title: Consumer Behavior (MKT 344)

Section: 06

Spring 2018

Assignment on: Maslow’s Hierarchy of Needs

Assigned by:
Ms. Israt Jahan Linda (IJL)

Lecturer

Department of Marketing & International Business, North South University.

Submitted by:

Name ID

1. Md. Niaz Hassan

2. Noshin Reaz Rodshi 1610987630

 Maslow’s Hierarchy of Needs

Self-
Actu
aliza
tion

Ego Needs

Social Needs

Safety and Security Needs

Phsycological Needs

Maslow's hierarchy of needs consists of a five-tier model of human needs and often depicted as
hierarchical levels within a pyramid.

Self-Actualization- self-actualization refers to the desire that leads to the realization of one's
full potential. In other words, that person has the need to become everything he or she is capable
of becoming. This realization of potential can occur in many ways but generally includes the
achievement of sound psychological health and a strong sense of fulfillment. This is need to
peruse talent, peak experience, being creative for oneself.
International IMC:
Nikon: Neighbors – I AM MORE THAN YOU EXPECT

Screenshot:

The commercial is about an award winning wildlife photographer, Josiah Launstein who is 11
years old and through the commercial his passion for photography is narrated and showed. He
describes his passion as beyond the trend that the world follows. He describes himself as a
speaker of the ones who don’t speaker, the animals, the wildlife. He worked hard and waited and
continued to get the perfect shots, moment just to tell a story through a picture and share his
passion even though some people lacked support. His self fulfilment through following what he
loved indicates the self-actualization theory of motivation.

National: JUI Football TVC

The tvc shows Jui coconut hair oil offering a free Meril soap for those who does not sacrifice
their dreams for anything. It is showed that a girl scoring in penalty. The girl is protracted as a
footballer who has reached this peak through hardship, determination and passion and regarding
this fact it is an example of self-actualization.

Esteem-Needs: Esteem needs refer to the need for respect, self-esteem, and self-confidence.
Esteem needs are the basis for the human desire we all have to be accepted and valued by others.

Examples:

International IMC:
Dove launched Dove Real Beauty Sketches, a three-minute YouTube film about how women

view themselves. Moving and poignant, the video received 163 million global views, topped our

Cannes YouTube Ads Leaderboard and won the Titanium Grand Prix at the Cannes Lions

International Festival of Creativity. Read about how a combination of great content, YouTube

Brand Channels and YouTube and Google ads led to this beautiful success. Dove believes in

celebrating beauty in its diversity and, in doing so, raising the self-esteem of women and young

girls globally. Beauty doesn’t mean Fair skin or figure .

National IMC:

This ad is about how female feel insecurity for their skin tone. Lack of self-esteem in female our

country express by this Meril splash ad.

Social-Needs: The social needs in Maslow’s hierarchy include things as love, acceptance and

belonging. At this level, the need for emotional relationships drives human behavior. Some of
the things that satisfy this need include friendships, romantic attachments, family, social groups,

community groups etc.

Examples:

International IMC:
Apple iPhone Christmas Commercial 2013:

Screenshot:

Apple iPhone Christmas Commercial 2013: the tvc shows a teenager boy leaving with his family

to celebrate Christmas with his grandparent. His uncles, aunts, grandparents, cousins also arrive

to celebrate the Christmas holidays. They start doing things together like decorating the

Christmas tree together, building snowman, kids roam around in the snow etc. The teenage joins

them but seemed a bit detached as he didn’t have anyone of his age and he is always doing

something in his phone. On the day of the Christmas when everyone sits together, the teenager

plays a video starts with a scribble done on the ice which said “Harry’s Family Holiday” which

shows beautiful moments the family shared together during the holidays, the moment he spends

with them. Altogether through the video he showed the love between the family and the love he
had for the family. The family becomes nostalgia seeing it, they understand the love and

affection he has and appraises him and shade tears and hugs with him. The boys act is an

example of social need of Maslow’s hierarchy which refers to a persons need for love, social

relationship family etc.

National IMC:
Coca Cola Bangladesh Ramadan 2015 TVC:
Screenshot:

National IMC: Coca Cola Bangladesh Ramadan 2015 TVC: the tvc shows a grandmother
waiting for this grandson to arrive home during Ramadan to have dinner together. During a
phone call, upon asking about the others the grandmother informs him about no one coming. The
guy feels the sadness in her tone and gets nostalgia thinking about the time the whole family
having dinner together and laughing. He texts others to arrive at the grandmother’s for surprising
her. The guy arrives with two big bottles of coke and informs that it will be needed. Moments
later the whole family arrives and surprises the grandmother bringing joy and making her feel
loved just like the old times. The need for love and affection in this ad is relate to social needs of
Maslow’s hierarchy.

Safety Needs : Safety needs in Maslow's hierarchy refer to the need for security and protection.

When we have our physiological needs for food and water met, our safety needs dominate our

behavior. These needs have to do with our natural desire for a predictable, orderly world that is

somewhat within our control.

Examples:
International IMC

Safety starts with you

This ad tells about drive safely. one boy crossing the road through zebra crossing . But the driver

didn’t notice the signal and accident happened. It is a social awareness advertisement about

safely driving .

National IMC:

BSRM

This ad is about BSRM steel, how strong their steel is? People can relay on the strength of the
steel for building shelter. They want to ensure if people use their steel for building their house it
can save them from earthquake.
Physiological need
Physiological needs are the physical requirements for human survival. If these requirements are
not met, the human body cannot function properly and will ultimately fail. Physiological needs
are thought to be the most important; they should be met first. This is the first and basic need on
the hierarchy of needs. Without them, the other needs cannot follow up.

Examples:
International IMC
This ad is about how people in Africa are suffering from basic needs, but the rich people buy
their luxury items by spending lots of money. 5% of monetary value of their luxury items can
bring these peoples whole years of basic need.
This ad is about how the people of northern part in our country are suffering from scarcity of
water. While water is a basic need for every human being. So don’t waste water.