Consumer Behavior: Maslows Theory - Coursework Example

Consumer Behavior Consumer Behavior Executive Summary The Maslow’s method has continued to be influential in several aspects of life such as in the business sector. The hospitality and tourism sectors have been one of the industries that have immensely applied the model in their operations. In addition, the advertisement of products and services are usually portrayed to appeal to consumers that their needs are likely to be satisfied. Maslow’s Theory According to Jaume (2014), despite Abraham Maslow’s theory motivation of humans being 70 yrs old, it has continued to influence and still continues to do so especially in the climate of global business. Many individuals have convictions that the theory not only provides the platform for individual performance but also for the success of the businesses. The theory illuminates that people or human needs can be faceted using five sets. The existence of these needs is in a particular order of which if one is fulfilled, the desire to fulfill the next one crop up. The first need encompasses the basic needs that aid in the functioning of the body. The examples of such need are activities such as eating, drinking et cetera. At times, the sexual needs are usually category. The next need entails the deep inherent desire to be secure and safe. Security in this context refers to having the knowledge that those basic are to be fulfilled in future. The third needs involve the need for love, company or friendship. Humans tend to forget that once they had forgotten that they were hungry in the past, they cared little about love. The immediate subsequent stage consists of the social needs (Kremer & Hammond, 2014). The social needs may involve the need for an individual to belong in the highest status, social recognition, and the need for respect. In the last set of the needs is the self-actualization need. Maslow’s initial work did not entail the used of either triangle or pyramid to represents the human motivational needs. However, the contemporary Maslow’s needs have the illustration of the needs in a pyramid format where the preferential order of the needs begins at the pyramid’s based to the top. In the management approach the needs were as follows: the physiological needs, safety needs, social needs, esteem needs, and self actualization needs. Managers often use the model to identify the employees’ needs with the aim of aiding them to fulfill the needs. Application of Maslow’s model in the hospitality industry These needs are so essential in the life of individuals that if not met, makes it difficult to move up the pyramid. In the physiological needs, the basic needs hotels can offer are in four aspects. These aspects are air conditioning or heating, the hotel reception and Wi-Fi, services and human capital. The reception is vital as due to the need to welcome guests. In the safety (protection) and security set of needs, it incorporates all that provide the guarantee to security in the hotel. The safety of the hotel sector encompasses the presence of devices such as first aid kits, the CCTV systems, life guards, safe boxes, and the relationship of the providers. This contributes to the elevation of the resources and the obtaining revenue of the hotel. To incorporate both the psychological and moral aspects, issues such as amenities and location of the hotel may be factored in (Kremer & Hammond, 2014). The third need in the application of the model in the hospitality sector is the esteem need. It is associated with the need of gaining recognition and respect. The respect may be from other (lower version) and that of self-respect (the higher version). In the hotel business, the use of blogs and websites that are optimized helps hotels to gain and become visible, gain authority, as well as recognition as a strategic technique. Confidence may also be generated by the geographical or physical location of the hotel. The image and status of the hotel may be elated by the provision of personalized services or Spas. In addition, the concept of social networking is ideal at this level since they enable the spreading of the hotel’s contents. Consequently, it contributes to confidence, consideration, and gratefulness. The final set is the self-actualization needs. The level can be associated with either the philosophy or the personality of the managers of the hotel. The personality drive and the attitude of the individuals in the management of the hotel depending on the strategies of the establishment of the hotel, will determine if some needs are covered or not (Rakowski, 2008). Application of the model in the tourism sector or industry Just like the hospitality industry, the model can also be vital in the tourism sector. There is need in the industry to determine decision making in terms of travelling and factors that influence the motivation for individuals to travel. The future travel patterns can be predicted through the comprehension of the motivations of the travelers (Rakowski, 2008). Moreover, the needs of the tourists and the employees are also crucial in the development of the sector. To fulfill the physiological and safety needs, the tourists may be motivated by the assurance that their destination not only has quality restaurants but also good hotel rooms. Besides, tourists feel safe to visit places with guaranteed security. Information play vital role in the dissemination of the safety of places to be visited. The sector must also have an enough capital as the capital guarantees the provision of shelter services, as well as food (Woodside & Martin, 2008). The security of the workers in terms of their jobs helps in motivating them in their performance. As for the belonging needs, it plays a crucial role in the motivation of prospective tourists to make visits at tourist sites. This is achieved through promotions that the destinations have the potential of satisfying the tourists belonging through the communication of both the welcoming and friendly atmosphere (Pearce & Argyle, 2012). The social belongingness of the tourists can also be satisfied through the provision of the social activities and events. On the other hand, the esteem needs, it can be employed to motivate individuals to make visits through the sharing of information on trips to other persons after the adventure. On some occasions, tourisms satisfy this need by travelling to improve skills or learn new skills or interest. On the other hand, the employees of the tourism sector can also satisfy this need through financial rewards as they help in elevating the worth of the tourists in their places of work (Ivanovic, 2008). The final set of hierarchy of the model’s application in the tourism industry is the self-actualization. Tourism has the potential of improving individual interests or skills to the level of professionalism. IN addition, the self-actualization also encompasses doing good things to people. Marketers in the sector should incorporate hosting of activities that are special for the tourists. Characteristics and behavioral patterns of buyers in the hospitality sector The consumers can be considered as groups, segments in the typical market, and they tend to exhibit certain common behavior and attitude. They usually encounter the challenge of making decisions on services and products. However, the process of making the decisions tend to be complicated or rather complex due to the dynamics in the market. The behaviors of the consumers is influenced by several factors that attempt to provide answers related to what, where, why, how, and when. These conditions or factors are environmental, buyers’ responses factors, and the buyers’ factors. The factors in the environment included those stimulated by the market and the environment. The stimulants in the environment entail issues such as the cultural or social issues, demographic issues, economic, legal, historical, technological, political, and competition (IEEC, 2010). However, the stimuli in the market involve issues such as those generated by the consumers, the company, supplier, the public, and the intermediaries. Due to the environmental and marketing stimuli the companies in the sectors in discussion influence the buyers’ patterns through the provision of products, pricing of products and services, promotion, and the distribution of the products. On the other hand, the characteristics of the buyers are determined by their nationality, ethnicity, age, religion, occupation et cetera. In addition, the psychological characteristics of the buyers are influence by their motivations and perception of the products and services of the hospitality and tourism sector. Furthermore, their beliefs and attitudes are crucial determinants for the success of the sector. Their patterns in the sector are also determined by the comprehension of their decision making process. The decision making process consists of the buyers recognizing their needs and the information search for both the tourism and hospitality sector. In the event that there are alternatives, their decisions to make purchases may be influenced (IEEC, 2010). The responses of the buyer in the sector are hugely influenced by the location of the hotels or tourism destination site; the choice of promotions employed; the choices of prices, products and services, the timing of the purchase; and the amount of purchasing the buyer is willing to spend. In the buying decision process, individuals have different roles such as initiating the process, influencing the process, making the decision, purchasing, and using the purchased products or enjoyment of the purchased services. It is prudent to comprehend that the factors of the buyers such as the personal characteristics, the psychological characteristic, and the decision process as illuminated earlier contribute to the responses of the buyers (Pearce & Argyle, 2012). The products that are acceptable are referred to as evoked set due to their possibility of evoking the buyer to make purchases. In case the products are not accepted (inept), buyers’ probability of making the purchase are slim. However, the indifferent products or the inert set are usually exempted from purchase as they have little or lack benefit while the unaware set of products present the challenge of possible purchase (IEEC, 2010). Analysis of Print advertisements for each level of Maslow’s model and a comparison between advertisements of Omani and International providers of hospitality and tourism products and services Firms and advertising agencies have continued to annex huge profit margins by convincing the consumers that the products that are not essential that they offer are vital to the needs of the consumers. It is achieved through creation of a unique selling point by asserting to the consumers that their products are vital to their needs in reference to the Maslow’s theory. Usually the industry of hospitality and tourism use print advertisements to that appeal to all the sets of the Maslow’s model. For an instant, the physiological needs in the sector through the print adverts may be used to disseminate to the consumers the needs such as hotel reception, good restaurants, good customer service and products. The Ogilvy (2009) print advert is in an attempt to promote the AGA season as a synonymous brand. As for safety needs the print adverts may be used to convey massages that provide assurance of safety for the tourists in their destinations as well as safety and security in the hotels. The belonging needs can be illuminated through the print adverts by provision of inscriptions or images that depict the diversity of the tourist site and the hotels or restaurants in a manner that appeal and provide satisfaction of social needs such as belonging and love. This print inscription adverts may also be used to disseminate social events as well as activities. The fulfillment of the esteem needs in the sector such as hospitality is usually illuminated through the print adverts. This is done by incorporating all the information concerning services that may provide skills or interest that have the potential of satisfying the clients. The adverts in the Oman are in such a way that the sellers and buyers are provided with the platform to interact. The seller posts the print advert on the Oman site after which the prospective buyer or consumer impressed by the product offered can opt to purchase that product (Muscat, 2015). The prints of the various products and services are in such a manner that they are made to appeal and promises to satisfy the needs of the buyer. However, the needs to be satisfied in reference to the sets of needs in the Maslow’s model in this platform differ depending on the product on sale and the needs of the buyer in the hierarchy. However, the Ogilvy (2009) advert is appealing to only the four sets of the Maslow’s hierarchy in the esteem stage. The brand is not only synonymous with the nation’s life but also the ideal living among family members in the country side. The advert has encompasses on lifestyle as its unique selling point. Though the advert is not aligned with the products offered, the insinuation is that when an individual purchases their product, then they have the potential of accessing the lifestyle. The advert also illuminates the fulfillment of the belonging need with the suggestion that the product can bring the families together. The image advert is as shown below. Source: https://interestingdesign.files.wordpress.com/2012/02/aga_girl.jpg These contents of the advertisement are not only nutritious but also nourishing enough to persuade the consumers into purchasing the products or services offered. In addition, they are so stylish with the aim of satisfying the esteem needs of the clients as well as bringing a self of belonging to the consumers (Ogilvy, 2009). Summary The Maslow’s theory of human motivation categorizes the human needs in four sets ranging from the basic needs to the self-actualization needs. The satisfaction of one needs leads to the desire to satisfy the immediate need in the hierarchy. Business and management of business have employed the use of the model with the aim of endearing themselves to the consumers. However, the consumers exhibit certain patterns and behaviors that the various business ventures are compelled to align. Some of the factors that determine the consumers’ behavior are the environment all aspects and the market stimuli. These two stimuli generate effort of the buyers in the market thus compelling them to respond. The responses vary in several aspects, as well. In addition, the responses are influence by the buyers’ factors (Rakowski, 2008). In the tourism and the hospitality sector, the Maslow’s model has been incorporated into the promotion and advertisement strategies of hotels and tourist destination sites. The basic needs in these sectors usually refer to those basic products or services that the sectors cannot do without. For the hospitality and tourism sector to thrive in the competitive climate, they have to guarantee security and safety to enable them to endear themselves to the consumers. This illuminates that that the Maslow’s need for security, protection and safety is vital to the success of the sectors. However, at times the consumers are driven by other factors beyond safety and basic needs such as the need to boost esteem and belongingness. Hotels and tourism sites that promise to satisfy social belongingness needs through events and activities may be appealing to the clients in need of such services. At extreme situations, the clients or the consumers tourists may be in the need to satisfy their self-actualization needs of which if a tourist site or hospitality sector promises to satisfy then they are likely to be attracted. The Maslow’s models are also usually encoded in the advertisement of products and services in the market. The products or services in the market usually appeal to satisfy different aspects of the consumers’ needs (Pearce & Argyle, 2012). Reference List: Kremer, W & Hammond, C (2014). Abraham Maslow and the pyramid that beguiled business. Retrieved on 27th April 2015 from: http://www.bbc.com/news/magazine-23902918 Jaume, C (2014). Maslow’s Hierarchy of Needs in the Hospitality Industry. Rtrieved on 27th April 2015 from: http://www.winhotelsolution.com/blog/hotel-news/maslow-hierarchy-hospitality-industry/ IEEC (2010). Consumer Behavior in the Tourism & Hospitality Industry. Retrieved on 27th April 2015 from: https://system.netsuite.com/core/media/media.nl?id=8837&c=1035604&h=c953391d218b9636258e&_xt=.pdf Woodside, A. G., & Martin, D. (2008). Tourism management: Analysis, behaviour and strategy. Wallingford, UK: CABI Pub. Ivanovic, M. (2008). Cultural tourism. Cape Town, South Africa: Juta. Pearce, P. L., & Argyle, M. (2012). The social psychology of tourist behaviour. Oxford [Oxfordshire: Pergamon Press. Ogilvy (2009). The Print Advertisements and Maslow’s Model. Retrieved on 27th April 2015 from: https://interestingdesign.files.wordpress.com/2012/02/aga_girl.jpg Muscat (2015). Muscat Ads-Oman Classified Adverts. Retrieved on 27th April 2015 from: http://www.muscatads.com/ Rakowski, N. (2008). Maslows hierarchy of needs model: The difference of the Chinese and the Western pyramid on the example of purchasing luxurious products. Norderstedt: Grin Verla,g. Read More