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When we understand Maslow's hierarchy of needs, in addition to understanding his five basic levels, I think it is more critical that these five levels of research on consumer behavior are important conclusions:

(1) The basic needs of people are progressive

In general, the five basic needs of the human being are progressive, and high-level needs will not be produced until the low-level needs are met. For example, a small white-collar who is still struggling with the subsistence line is difficult to achieve the needs of self-realization, for such a small white-collar, you can meet the needs of self-realization of the "Super leadership" course is not reliable. But we must note that this order will have an exception to the situation, such as during the war of Resistance, because of the special circumstances, revolutionary martyrs in the security needs and even the basic physiological needs are not satisfied with the need for self-realization, it is worth studying.

(2) human desires are endless

As long as the needs of the lower levels are met, the need for high-level needs will soon be generated, and will be endless, never stop. No matter what kind of business model we are, we must continue to innovate, continuous improvement, continuous improvement, our consumers will not be satisfied, if you want to achieve long-term customer loyalty, only by providing added value to make consumers satisfied.

For the second level of meaning, we must understand that the human desire is endless, once the low-level needs are met, high-level needs will soon be produced, ancient Chinese thought that poets have such a poem, I think more than Maslow's hierarchy of needs to reflect the human nature of this feature:

All day long to rush to hunger, square to a full and think clothes;

Food and clothing are both possessed, and think charming and beautiful wife;

He who marries a good wife, hates no land;

Buy a wide range of pastoral, access to no boat less horse riding;

Slotted tied mules and horses, sigh no office was bullied;

County Master book still too small, dream towards the purple dress;

One day for a product, but also think of mountains and rivers to avoid the emperor base;

Dream come true for the emperor, and think of immortality;

To seek the elixir of immortality, to compare height with the Jade Emperor;

If you think the world is full of heart, except Nankeyimeng XI.

(3) The basic needs of the people are divided into advanced and low-level two

The first three basic needs are at the lower level, and for these, only external conditions are required. In general, such goods (necessities of life, housing, social products, etc.) only need to be through the marketing efforts of enterprises can achieve sales goals, but the need for respect and self-realization only through internal factors to meet. At the same time, both types of needs coexist, and no need is lost because of the development of high-level needs, but it will not dominate after being satisfied. For example, people want to eat things to meet the basic physiological needs, in the production of self-esteem and other high-level needs, this survival instinct is still there, but in people's consumption behavior has not been decisive role. The simplest example is selling bread, there are a lot of bread, grade difference can from 1 dollars to hundreds of dollars,. When we have no money, we go back to buy a loaf of bread, that is to be able to eat enough. But when we have the money, we go to eat Haagen-Dazs bread, to dozens of dollars, or even hundreds, this time to eat bread is a need for self-esteem, is the current status of their own a kind of respect, but also in exchange for other people's respect, but it does not mean that the basic physiological needs of no, he still exists, It's just not a decisive part of this buying behavior.

From the marketing point of view, each level of the needs of the corresponding consumer product requirements are different, that is, different products to meet the needs of different levels, we put the marketing approach to build consumer demand based on the consideration of different needs will produce different marketing tools, we are based on Maslow's hierarchy of needs theory , you can divide five different consumer markets:

Physiological needs-to meet the minimum level of demand for the market, consumers only require products with the general core functions of products, such as for the lowest level of bread, consumers only want to eat enough on the line;

Security needs-to meet the needs of the "safe" market, consumers are beginning to focus on the impact of the product on the body, such as food safety concerns. On the basis of being able to eat enough, everyone is concerned about the safety of eating.

Social needs-to meet the needs of the "communication" market, consumers are concerned about whether the product itself can help improve their social image. We take the cake for example, the good cake price is moderate, many people bought the cake is to give a good friend birthday, is also a birthday cake, compared with other cakes, the good cake to meet the needs of consumers to improve social image.

Respect for the need-to meet the needs of the product has a unique market, consumers focus on the symbolic meaning of the product, this time has risen to the needs of high-level. For example, buy black swan cake consumers, need to be able to use this consumption to be respected by others, have their own identity affirmation.

Self-Realization needs-to meet the product has its own criteria for the market, consumers have their own fixed brands, the need for higher levels, consumers are less likely to be satisfied, such as personalized birthday cake customization.

Under normal circumstances, the higher the consumer's income, the higher the level can be achieved, such as buying detergent this very simple daily consumer goods: "Physiological needs" consumer concern "product is really detergent", choose the cheapest washing powder; Safety needs "Consumers pay attention to the quality of washing powder", in the price difference is not very large, the choice of better quality detergent; Social needs "consumer attention" products for the impact of communication, such as exquisite packaging, flavoring, supple and other features and brand image can make consumers willing to pay a higher price; Respect needs "Consumers are concerned with" gaining recognition ", the product as a sign of identity, the best technology, special barrels, unique functions, including even the highest price they choose the reason; Self-realization "Consumers already have a number of previous levels of demand, their understanding of washing powder into the impact of a brand on their lives, in the spirit of recognition of a brand." That is, the brand spirit of washing powder has a great influence on their choice.

On the network, we must always pay attention to the needs of netizens, and constantly develop new products to meet the needs of new generation, the desire of netizens is always endless, stagnation means death.

The author of this article: the founder of the fast-path network Business Club

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