Tuesday, 10 April 2018

THE CONSUMERS HIERARCHY OF NEEDS


The hierarchy is a technique from 1943, created by Abraham Maslow that has helped me and my group look into our consumer on a deeper level. The concept is that you look at the consumers; basic needs, psychological needs and their self- fulfilment needs.

Our consumer is a man, aged 18-25 that lives in London and is a part of generation selfie. He regularly drinks with friends, visits instagrammable coffee shops, goes out clubbing, and always takes care of his appearance.




BASIC NEEDS:
-       Food
-       Water
-       Warmth
-       Rest
-       Security
-       Safety


PHYSCOLOGICAL NEEDS:
RELATIONSHIPS
-       Close friends that socialise a lot.
-       Too busy building a career for a serious relationship
-       Will still speak to girls for the sake of his own personal pride.
SELF ESTEEM
-       Important for him to be seen as successful.
-       A need for his hard work to be recognised.
-       Needs constant praise, support and encouragement.


SELF-FULFILMENT NEEDS:
-       To succeed in work, reaching his full potential.
-       To be seen as powerful.
-       To outdo his competitors and friends.
-       To be surrounded by friends that encourage and praise him.
-       To have his own company
-       To have his own property
-       To eventually have a family that benefits from his success.



I personally found this concept really interesting as it showcases how easy it is to create a consumer profile by just thinking about what it is that a consumer NEEDS in their life. I have found this part of the FCP process very interesting and thought it would be exciting to give an insight into something that is more business related to prove that my uni course isn’t all cutting and sticking haha. It is just something that is a bit different to the usual fashion, opinions and lifestyle content that I usually share.

THANK YOU 

CLAYTON EVANS 
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