What are the Types of Need-Motivated Consumer Decisions? 

Consumer decisions can be motivated by the following types of needs. Each of these needs are drawn from Maslow’s Hierarchy of Needs. While an individual may have various types of needs at once; generally, an individual must fulfill lower-level needs before fully moving on to higher-level needs. 

• Physiological Needs – These are the basic needs for air, food, and water. They relate to the needs necessary to keep us physically healthy. 
• Safety Needs – This is a feeling that we are not vulnerable to physical harm by any outside force. This may mean shelter from the rain and cold or physical separation from threatening elements. 
• Love-Belonging Needs – We want to feel good emotionally. Notably, we want to have personal connection with others and feel like we belong with a group. 
• Esteem Needs – Esteem concerns how we see ourselves and how others see us. It simply means that we look on ourselves and that others see us in a positive light. This generally relates to a sense of accomplishment or success in our personal endeavors. 
• Self-Fulfillment Needs – This generally revolves around living up to one’s potential. It is often linked to making a greater impact on society or others. At this point, the primary focus is outward, rather than inward. 

Interestingly, these individual needs are driving forces in the decisions made by consumers. As such, understanding the need levels of individuals (particularly demographics) will help in targeted marketing.