MASLOWS HIERARCHY OF NEEDS VS TRIO OF NEEDS

PRESENTED BY: Nilanjan Dutta (10DM021) Srirup Goswami (10DM026) Tushar Choudhury (10DM027) Ranatosh Saha (10DM029) Chandan Mallik (10DM030)

MOTIVATION
Motivation is the result of processes, internal or external to the individual, that arouses enthusiasm and persistence to pursue a certain course of action

Motivation represents an unsatisfied need which creates a state of tension or disequilibrium, that causes the individual to make a goal oriented pattern towards restoring the state of equilibrium by satisfying the need.

MOTIVATION AS A PSYCHOLOGICAL FORCE

Motivation is the driving force within individuals that impels them to action. Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.

MODEL OF THE MOTIVATION PROCESS

Abraham Maslow (1908-1970)

If you deliberately plan to be less than you are capable of being, then I warn you that you ll be unhappy for the rest of your life.

MASLOWS HIERARCHY OF NEEDS

Assumptions
Maslow s theory of human needs has three assumptions: First, human needs are never completely satisfied. Second, human behavior is purposeful and is motivated by need satisfaction. Third, needs can be classified according to a hierarchical structure of importance from the lowest to highest. To reach successive levels of the hierarchy the satisfaction of the lower level needs is required.

MARKETING STRATEGIES

To Which of Maslow s Needs Does These Ads Appeal?

Both Physiological and Social Needs

To Which of Maslow s Needs Do These Ads Appeal?

Safety and Belongingness Needs

To Which of Maslow s Needs Do These Ads Appeal?

Esteem Needs

To Which of Maslow s Needs Does This Ad Appeal?

Self Actualization Need

David Clarence Mcclelland

..People with high nAchievement prefer a situation where there is a challenge, where there is some real risk of not succeeding, but not so great a risk that they might not overcome it by their own efforts .

A Trio of Needs
Power
individual s desire to control environment

Affiliation
need for friendship, acceptance, and belonging

Achievement
need for personal accomplishment closely related to egoistic and selfactualization needs

McClelland suggested other characteristics and attitudes of achievement-motivated people: Achievement is more important than material or financial reward. Achieving the aim or task gives greater personal satisfaction than receiving praise or recognition. Financial reward is regarded as a measurement of success, not an end in itself. Security is not prime motivator, nor is status. Feedback is essential, because it enables measurement of success, not for reasons of praise or recognition (the implication here is that feedback must be reliable, quantifiable and factual). Achievement-motivated people constantly seek improvements and ways of doing things better. Achievement-motivated people will logically favour jobs and responsibilities that naturally satisfy their needs, ie offer flexibility and opportunity to set and achieve goals, eg., sales and business management, and entrepreneurial roles. McClelland firmly believed that achievement-motivated people are generally the ones who make things happen and get results

To Which of the Trio of Needs Do These Ads Appeal?

The Affiliation Needs

To Which of the Trio of Needs Does This Ad Appeal?

Need for Power

To Which of the Trio of Needs Does This Ad Appeal?

Need for Achievement

The Difference
Maslow s Hierarchy of Needs Esteem Needs and Self Actualization Needs are the higher order needs. Social, Safety and Physiological Needs are the lower order needs. Mcclelland s Trio Theory Achievement Needs and Power Needs are the higher order needs Affiliation need is the only lower order need.

The lowest-level needs must be met Needs are non-hierarchial and before a person will strive to satisfy different individuals have different needs higher up in the hierarchy, such priorities for the needs. as self-esteem. Maslow described needs that people seem to be born with. Maslow suggests that various levels are interdependent and overlapping. A satisfied need is no longer an effective motivator. Mcclelland described the needs which were to be learnt through life s experiences. Mcclelland found that people who acquire a certain need, behave differently from others. One can be motivated by by more than one kind of need at a single point of time.

THANK YOU