Maslow’s Hierarchy of Needs in Marketing

Maslow’s hierarchy of needs is a theory in psychology proposed by Abraham Maslow in 1943. Maslow subsequently extended the idea to include his observations of humans’ innate curiosity. His theories parallel many other theories of human developmental psychology, some of which focus on describing the stages of growth in humans. Maslow used the terms “physiological”, “safety”, “belongingness” and “love”, “esteem”, “self-actualization” and “self-transcendence” to describe the pattern that human motivations generally move through.’s_hierarchy_of_needs


Let us apply this theory to customer’s experience. Like human psychology, the psychology of customer experience can also be explained in stages and the volume of customer base. If we see the customer loyalty pattern in any business, it is always pyramidal, keeping the majority or first time customer at the bottom and loyal customers at the top.

The Customer Experience Hierarchy Pyramid explains the psychological state of customer base in each level of pyramid.

Based on this pyramid we can develop the marketing communication strategy for each level of customer experience. This Pyramid explains the marketing funnel very well. Core objective of marketing is new customer recruitment i.e. the bottom level of the pyramid which is maximum in volume, hence the marketing should be designed around the need of customers or solving their problems.

As we go up in the level, the marketing communication should change and should be more focused on Value, Reliability and loyalty. This can be done through remarketing, Customised email campaigns, loyalty programme etc.

The objective of marketing communication should be to push the customer to the next level of pyramid.​

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