STAMFORD UNIVERSITY BANGLADESH

HOME WORK

MD. RASEL MIAH

ID: 070-18254
SUBJECT:MARKETING COMMUNICATION

Q. According to Maslow, Which benefits

motivate customers to buy a specific
product?
ANS:
 In 1943 Maslow suggests a need hierarchy of human
being that trigger them to fill for consuming something. He
perceived that the ultimate human concern in his life is getting
something self-actualized thing and in this way, there are other
stages to have to pass by for building the piler of those needs
and expectations. The five-stage need theory suggests
physiological, safety, social, esteem, and self-actualization
need.

Physiological need: The basic needs of Human being for

general living. This need allows a customer to buy something
that is most crucial for survival, for example, the need for, food,
water, shelter. This is the basic things that customer do not
want but they need this and the product make them feel good
to purchase further convenience product. The general feeling
for a living is the main motivator in this process.

Safety needs: After getting the basic things people aware

of the security of their life. Security and safety concerns of
people are related to all the other expectations. A consumer
will buy a product when he realizes that he has the proper
financial condition, this is financial security. Health is also
concerning, having security against health and wellness causes
a buy to health protection product like medicine and purchase
insurance.
Social needs: Need for love and belonging with the other
community or people in the society convince people to buy a
specific product like a gift for a friend, clothes for poor people,
a product for your family. This all need origins from being a part
of friendship, personal attachment, family, and community.

Esteem need: They need to perceive appreciation and

respect from the other parts of society. For that reason, people
want to purchase certain things like a product for meeting
personal hobbies or service for participation with the
communities.

Self-Actualization need: The supreme need of human

life that convinces him to purchase an aesthetic thing that can
make him feel superior to others. Things can be capable or
talent-related. For example, an artist or creative person is
expected to buy an art gallery. This specific purchase need
originates from the supreme perspective of human life.

Each level has a different insight to convince people to buy and

make them a customer by motivating through different
instincts.