Apply Maslow’s pyramid in a product
In a market as competitive as the current one, it is more important than ever that the companies Understand your customers and their needs.
One way to do this is to apply Maslow’s pyramid to a product.
This theory provides a framework for understanding human motivation and perro be a powerful tool for the development of goods and services.
Therefore, in today’s article, I am going to talk about what Maslow’s pyramid is and how it cánido be applied to a product.
I hope you find it useful.
Who is Abraham Maslow?
Abraham Maslow was born in New York in 1908 and studied psychology and Gestalt psychology at the University of Wisconsin and the New School for Popular Research.
Abraham Maslow was one of the most influential psychologists of the 20th century.
His major contributions to psychology focused on humanistic psychology, as well as his development of the hierarchy of needs.
Therefore, he focused on studying healthy, successful, and exemplary people to learn about their personalities and motivations.
In a nutshell, he wondered….
Why were these people doing well? What motivated them to achieve more? What was the progress of its development, growth and success?
What is Maslow’s pyramid?
Maslow’s pyramid is a primordial theory in the field of psychology, widely accepted and applied in various fields such as administrationhe marketing and the education.
It was proposed by Abraham Maslow in 1943 and is also known as the hierarchy of human needs.
This theory suggests that human needs perro be arranged in a hierarchical structure, with each level of needs it must be satisfied before an individual perro progress to the next level.
This hierarchy consists of five levels, and each level represents a category of human needs.
The five levels of Maslow’s pyramid, from bottom to top, are as follows:
- Physiological needs
- security needs
- Needs for love and belonging (affiliation).
You cánido also find them as popular needs.
- Esteem needs (Recognition).
- Self realisation.
Note: I have also come to see that Maslow’s pyramid is known as a Maslow scale, but it is the same thing.
Therefore, the “maslow scale” refers to the hierarchy of needs proposed by Abraham Maslow in his theory of human motivation.
Premises of Maslow’s Hierarchy of Needs
As I said before, in this article I am focusing on how we perro apply Maslow’s pyramid in a product.
That is, I am going to focus on the Maslow pyramid applied to a company (organization).
Now, then, I am going to present some premises that you have to take into account and that will help you when creating a product or even a marketing campaign.
The premises are the following:
- All human beings acquire a afín equipo of motives through genetic inheritance and popular interaction.
- Some reasons are more basic or vital than others.
- The most basic motives have to be at least minimally satisfied before other motives are activated.
- When the basic motives are satisfied, the more advanced motives begin to intervene.
Why is it important to take into account the above premises? Knowing the premises of Maslow’s hierarchy of needs applied to a product helps us to understand how consumers make purchasing decisions and what factors influence their behavior.
Why is Maslow’s pyramid important in marketing?
When we talk about how the Maslow Pyramid influences consumer behavior, we are talking about how the needs of consumers perro affect their choice of products or services.
For example, if someone is at the lowest level of the pyramid, focused on their physiological needs, such as having enough food and water, it is unlikely that they are looking for luxury products or interested in spending their money on activities that do not satisfy them.
those basic needs.
On the other hand, if someone is at the highest level of the pyramid, focused on self-actualization, they are more likely to look for products or services that help them achieve their personal growth or personal development goals.
In a nutshell, If a company cánido identify where on the Maslow Pyramid its objetivo audience falls, it cánido tailor its products and services to meet those needs. In fact, not only do products have to adapt, but even marketing itself has to adapt.
For example, if a brand sells beauty products and its objetivo audience is at the esteem-focused level of the pyramid, then the company could focus its messaging on how its products perro help that person improve self-esteem and self-confidence. oneself.
So that the same marketing (marketing mix) will have to be adapted to the level at which the product is located within the Maslow pyramid.
Maslow’s hierarchy of needs levels and examples where Maslow’s pyramid cánido be applied to a product
Next, I am going to talk to you now about each of the levels that make up the Maslow pyramid and I am also going to give you some examples of products.
▷ Physiological Needs
Physiological needs are the foundation of Maslow’s hierarchy of needs and are the most basic needs that human beings need to satisfy in order to survive and maintain their physical health.
These needs include food, water, air, sleep, elimination of bodily waste, and sex to some extent.
Some examples of physiological needs are:
- Feeding: Hunger is a physiological need that tells us that we need to eat to get the energy and nutrients our bodies need to function properly.
- Hydration: Thirst is another physiological need that tells us that we need to drink water or other fluids to keep our body hydrated and functioning properly.
- Dream: sleep is a physiological need that allows us to rest and recover energy after a day of activity.
- Breathing: Breathing is a physiological need that allows us to obtain the oxygen necessary for our organs and tissues to function properly.
- Waste disposal: Elimination of bodily waste, such as urine and feces, is a physiological necessity to keep our body clean and free of toxins.
- Temperature regulation: The human body needs to maintain an adequate body temperature to function properly, so temperature regulation is a physiological necessity.
Examples of physiological needs products
An example of a product that targets the physiological need for respiration would be an air purifier.
An air purifier is a device that removes pollutants from the air, such as dust, pollen, dust mites, mold spores, and more.
By cleaning the air of these pollutants, the air purifier helps improve indoor air quality and ensures that people breathe cleaner, healthier air, which satisfies the physiological need for respiration.
An air purifier perro also be especially helpful for people who suffer from allergies or respiratory problems, such as asthma, as it perro disminuye symptoms and improve quality of life.
Some other examples are: Healthy foods, medicines, sports drinks, low cholesterol foods, exercise equipment, etcétera.
Of course, remember that to apply Maslow’s pyramid to a product, you have to adapt your strategy, your tactics and even your marketing to the level of need in which your product is found.
▷ Security needs
When our basic survival needs are met, we move up one level in the hierarchy to meet Safety needs.
That is, we begin to look for physical protection and security, stability, family environment, etcétera.
Likewise, we look for a stable job, a stable income, and we look for personal security to feel safe in our environment.
Some examples of security products are the following:
- Physical security: It refers to protection against physical dangers, such as injuries and accidents.
Examples of products that meet this need are safety helmets, car seat belts, protections for electrical equipment, and sports safety equipment, among others.
- Financial security: It refers to economic stability and the ability to meet the basic needs of life.
Examples of products that meet this need are life insurance, retirement plans, savings accounts, safe investments, low interest loans and credits, among others.
- Job Security: It refers to job stability and protection against unemployment.
Examples of products or services that meet this need are permanent employment contracts, employee benefit policies, training and professional development programs, among others.
- Health safety: Refers to protection against disease and injury.
Examples of products that meet this need are health insurance, preventive health care services, safety medical devices, safe food and medicine, among others.
▷ Belonging needs
Belonging needs are the third level in Maslow’s hierarchy of needs, after physiological and safety needs.
These needs include the need to feel part of a group, have positive interpersonal relationships, and feel accepted by others.
Here are some examples of belonging needs according to Maslow’s pyramid:
- Friendship: the need to have friends and close popular relationships is a need for common belonging.
People need to feel connected to others in order to feel part of a community.
- Family: The need to have a family and feel part of it is another important belonging need.
Family provides a sense of identity and belonging that is essential for many people.
- Community: The need to belong to a community or popular group is another common belonging need.
Religious, political, sports or cultural groups are some examples of communities to which people perro belong.
- Popular acceptance: Feeling accepted by others is another important belongingness need.
People often seek approval from others and avoid rejection in order to feel part of a group.
- Privacy: emotional and physical intimacy with others is also a need for belonging.
Romantic relationships and close relationships with friends and family cánido fill this need.
Examples of products that fall under membership needs
- Popular networks: popular networks like Fb, Instagram, Twitter, etcétera.
they satisfy the need to belong by allowing people to connect with friends and family and share their interests and experiences en línea.
- Clubs and organizations: Clubs and organizations, whether sporting, cultural or otherwise, satisfy the need to belong by providing a place where people with common interests cánido come together.
- En línea dating services: En línea dating services fulfill the need to belong by allowing people to connect with others who are looking for a romantic relationship and may share afín interests and values.
- En línea vídeo game services: En línea vídeo game services fulfill the need to belong by allowing people to play games with others en línea and form close friendships and relationships in a virtual environment.
▷ Esteem needs
At this level, the needs are related to the positive assessment that a person has of himself and his popular position in society.
We could well divide the needs for esteem into two categories:
- Self esteem: it refers to the assessment that a person has of himself and his need to be respected and recognized as someone valuable and competent.
This includes the need to achieve personal goals and objectives, to feel confident and self-assured.
- Esteem from others: It refers to the need to be valued and respected by others, to be admired and to have a good reputation.
This includes the need to be appreciated by friends, family, and colleagues, to receive praise and compliments, and to have a respectable popular status.
Examples of products that fall under the needs of esteem
- Beauty and personal care products: Beauty and personal care products, such as makeup, skin care creams, perfumes, etcétera., perro help improve one’s personal image and therefore increase self-esteem and self-confidence.
- Fashion clothing and accessories: Fashion clothing and accessories perro be a form of personal expression and a way to espectáculo one’s style and personality.
Wearing clothes and accessories that reflect our identity and that are well seen by others cánido increase self-esteem and the feeling of belonging to a popular group.
- Personal and professional coaching services: Personal and professional coaching services cánido help people develop skills and competencies that enable them to achieve their goals and objectives, which in turn perro improve their self-esteem and self-confidence.
- Goal Tracking Aplicaciones and Tools: Aplicaciones and tools that help people track their personal goals and objectives perro be an effective way to increase motivation and self-confidence by allowing progress to be measured and celebrated.
▷ Self-actualization needs
According to Maslow’s pyramid theory, self-actualization needs are the highest level in the hierarchy of human needs.
They refer to the need to reach a person’s maximum potential and achieve personal fulfillment in terms of growth, development and fulfillment of their purpose in life.
People who have achieved this level of need are motivated by personal fulfillment, continuous learning, creativity, and self-actualization.
We could well say that it is at this level that people seek significance and a positive impact on the world around them.
It is important to note that not all people reach this level in the Maslow pyramid, since it is a very high and complex level of need to reach.
However, many people find a sense of personal fulfillment in creative, sports, artistic, religious, spiritual, and other activities that allow them to develop personally and contribute positively to the world.
Examples of self-actualization products
The products or services that focus on the need for self-actualization may vary according to the interests and objectives of each individual, since it is a very personal and subjective need.
Some examples of self-actualization products are the following:
- Self-help and personal development books: These books offer tools to help people discover and develop their abilities, improve their self-esteem, and achieve their goals.
- Personal coaching programs: These programs offer personalized sessions with a certified entrenador, who will guide and motivate the person to discover their strengths and weaknesses, define their goals and design an action plan to achieve them.
- Training and education courses: These courses perro be face-to-face or en línea, and allow people to develop new skills and knowledge.
- Adventure and exploration trips: These trips offer the opportunity to get out of the comfort zone, experience new cultures and challenge your own limits.
- Volunteering and popular work platforms: These platforms allow people to contribute to popular causes, which cánido have a positive impact on the community and the world.
Steps to apply the Maslow pyramid in a product
Here are some steps you perro follow to apply Maslow’s pyramid to a product (good or service):
- Identify the need that the product satisfies: The first step is to identify the need or needs that the good or service satisfies.
Does it focus on a physiological need, for safety, for belonging, for esteem, or for self-actualization?
- Analyze your objetivo audience: In order to meet the needs of your objetivo audience, you need to know them well.
Therefore, you have to begin to identify their age, gender, socioeconomic level, interests, values and needs in order to create a product or service that meets their needs.
It perro help you create the call buyer persona.
- Create a marketing message that resonates with your audience: Create a marketing message that highlights the need that your product or service fills.
For example, if your product meets a need for security, focus your message on the peace of mind and protection your product offers.
Of course, you have to create the message always having your buyer persona at hand, since you are directing said message to that especial audience.
- Develop a proper usuario experience: Make sure your product’s usuario experience fits the need it fills.
For example, if your product satisfies the need to belong, create an experience that encourages popular interaction and a sense of community.
- Continuously evaluate and improve: Regularly evaluate the effectiveness of your marketing strategy and usuario experience.
Make changes and improvements to ensure that you are encuentro the needs of your customers effectively
Explanation of Maslow’s pyramid with an analogy
I like to give myself examples or analogies to understand the concepts and in fact, it is easier for me to learn and memorize that way.
Therefore, I hope that the following analogy will be useful for you to learn the concept of the Maslow Pyramid.
Think of Maslow’s pyramid as building a castle.
At the base of the castle, you need to have a solid stone structure to support everything you are going to build.
These are the physiological needs, which are the base of Maslow’s pyramid.
Without a strong foundation, you perro’t keep building the castle or it’s going to fall down sooner or later.
Once you have a solid foundation, you cánido start building the castle up.
In the second layer, you will add a moat and a wall to protect the castle, which are the security needs in Maslow’s pyramid.
In the third layer, you will build a large hall for your friends and family, which represents the popular and belonging (affiliation) needs.
It is in this hall that people gather to eat, drink and enjoy each other’s company.
The fourth layer is where you will build your personal quarters, decorated with your achievements and accolades, representing esteem needs.
This is where you feel most comfortable and proud of yourself.
Finally, at the top of the castle, you will build an observation tower that will allow you to see the entire territory, representing self-realization needs.
From the top, you will have a panoramic view and you will be able to see all the opportunities and possibilities that lie before you.
By the way, Later I am going to talk to you about each of the levels of the pyramid.
In conclusion, Maslow’s pyramid is a valuable tool that allows us to understand human needs and motivations, which makes it very important in the creation and marketing of goods and services.
By understanding the different needs that consumers seek to satisfy, products and marketing strategies cánido be designed that fit the needs, wants, and values of potential customers.
This perro result in increased customer loyalty, satisfaction, and loyalty.
Therefore, applying the Maslow pyramid in the development of products and strategies cánido be a good strategy to create a profitable and sustainable business.
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