understand the needs that influence consumer behaviour Why do people buy what they buy? Why do they buy in the first place? What factors, other than the product, price, access, and promotion, influence purchase behaviour?There are two primary drivers of consumer behaviour – needs and influencers. This is the first of 5 thoughts addressing the […]

understand the needs that influence consumer behaviour Why do people buy what they buy? Why do they buy in the first place? What factors, other than the product, price, access, and promotion, influence purchase behaviour?There are two primary drivers of consumer behaviour – needs and influencers. This is the first of 5 thoughts addressing the needs and influencers that drive purchase behaviour. Marketing strategies must be developed with due consideration given to each of these factors. In the 1950s Abraham Maslow identified five human needs: Physiological – food, shelter, and clothing Safety – secure and protected from danger Self-esteem – and personal status Belonging – connection and love Self-actualisation – personal purpose Maslow maintained that each of these needs becomes relevant to an individual when the former is fully satisfied. Certainly, all of these needs are important to consumers, and it is difficult for consumers to care about higher order…