Physiological needs a. As basic needs are met, a person seeks to satisfy higher needs. Satisfaction of higher needs postponed until basic physical needs are satisfied. Security needs a. Security needs represent our desire to be free from danger. Desire to satisfy this need may motivate people to purchase burglar alarm systems, smoke alan-ns, medical and life insurance, traveler's checks, and so forth.
Social needs reflect the desire for friendship, companionship, and long-term business relationships.
Customers want to be treated as partners. Esteem needs a. Esteem needs reflect the desire to feel worthy, competent, or adequate in the eves of others. Customers want salespeople to involve them in the transaction. C. Group influences that shape customer behavior Group influences are role influences, reference groups, social class, and culture and subculture. Role is a set of characteristics and expected social behaviors based on external expectations.