Summary Overview Many different levels of needs can appeal to or motivate a person. The PSSP pyramid on the slide helps apply motivation theory to the particular needs of consumers and marketing managers trying to develop marketing mixes to meet those needs. Thinking of needs as being linked to one of these four levels helps explain why some marketing mix variations work in one context and not in another. But other influences also come into play which is why marketers don t rely solely on motivation theory for understanding and responding to consumer behavior.
Physiological needs are the most basic needs people experience.
These include biological needs for food, drink, rest, and sex. Safety needs come into play next. These are concerned with protection and physical well-being. Social needs are concerned with love, friendship, social status and esteem. These are derived from a person s interactions with others.