Discuss how Maslow’s Motive hierarchy could be used to develop marketing strategy and how does motivational conflict might arise in purchasing, patronizing, or giving to?
Maslow’s hierarchy identifies five chief levels of needs experienced by most humans. It is a great tool used by the Companies for creating need and demand in the market because human behavior and decision-making are motivated by one of the five need levels in his hierarchy. Since all levels have varying motivators therefore marketers analyze the level in which their potential customers are lying and then trigger their needs. The following are the examples of how Maslow’s motivational theory can be used in developing marketing strategy (Hawkins, Mothersbaugh & Best 2010).
Marketing Strategy for Dasani bottle water: Marketer can target the customers of level 2 for this product by motivating them to purchase it by emphasizing on the health and safety of their family.
Marketing Strategy for Blackberry: The motivational trigger which can be used to appeal this product is that buying this product will increase your self esteem and your recognition so it’s level 4 or 5 product.
Creation of Need and Demand and concerning ethical issues:
Marketers can create need and demand through the use of Maslow’s theory as discussed above. For example: If a person is going on a long journey, the marketer would identify his need for drinking water and create demand for that. Marketers can use advertisement, brand personality, emotional triggers for creating need and demand. However, marketers should keep in mind the ethical grounds like cultural, religious and social norms and should not use anything that might offend people. They shouldn’t make use of subliminal marketing and make sure that marketing materials are fair and accurate.
Motivational conflict arises when either consumer has to choose between two equally attractive things or he is attracted to something but has to avoid due to negative consequences or thirdly if consumer’s choice has only negative outcomes. For example:
Taco Bell Restaurant: Motivational conflict might arise in giving to when a person wants to eat food but avoids because he/she would get fat.
Home Security System: Motivational conflict may arise in patronizing when a person’s house is not safe but he/she doesn’t want to spend so much money on security system either, hence both of his decisions would create a negative outcome.
Hawkins, D. I., Mothersbaugh, D. L., & Best, R. J. (2010). Consumer behavior: Building marketing strategy (11th ed.). New York: McGraw-Hill/ Irwin.