Abraham Maslow’s Hierarchy of Needs
• These include the most basic needs that are vital to survival, such as the
need for water, air, food, and sleep.
• Maslow believed that these needs are the most basic and instinctive needs
in the hierarchy because all needs become secondary until these
physiological needs are met.
• Security needs are important for survival, but they are not as demanding as
the physiological needs. Examples of security needs include health care,
safe neighborhoods, and shelter from the environment.
• These include needs for belonging, love, and affection. Relationships such
as friendships, and families help fulfill this need for companionship and
• After the first three needs have been satisfied, esteem needs becomes
increasingly important. These include the need for things that reflect
on self-esteem, personal worth, social recognition, and accomplishment.
• Self-actualizing people are self-aware, concerned with personal growth and
are less concerned with the opinions of others. The Buyer Decision Process
1. Need recognition
Occurs when the buyer recognizes a problem or need triggered by:
• Internal stimuli: For example, when a normal need such as thirst or
hunger rises high enough to a level to become a drive.
• External stimuli: For example, when an advertisement might get you
thinking about buying a new car.
2. Information search
Is the amount of information needed in the buying process and depends on the
strength of the drive, the