Application of Maslow’s hierarchy of needs in Business 4.0

Maslow’s hierarchy of needs is a marketing term that many businesses apply today. This is a model that helps describe human needs, arranged in order from lowest to highest, helping businesses easily analyze and accurately understand customer insights. In this article, 1Office will help you understand what Maslow’s hierarchy of needs is and how to apply Maslow’s hierarchy of needs in business 4.0. Let’s find out now!

I. An overview of Maslow’s hierarchy of needs

1. What is Maslow’s hierarchy of needs?

Maslow’s hierarchy of needs is simply a 5-level model that analyzes human needs in order from lowest to highest. Typically, people will satisfy the lower-level needs in Maslow’s hierarchy before they can attend to higher-level needs.

2. The structure of Maslow’s hierarchy of needs model

The Maslow model represents the most basic needs of a person. The application of Maslow’s hierarchy of needs in business is widely used and is divided into the following 5 groups of needs:

Physiological needs

These are understood as the most basic needs for human survival, such as: food, clothing, sleep, entertainment… If these needs are not fully met, users cannot develop other needs in Maslow’s hierarchy.

Safety needs

Assuming physiological needs are stable, the human psyche will desire for their life and work to be protected and safe, away from dangerous elements, and to have law, security, and freedom from fear.

Social needs

Human life cannot exist and develop alone. Therefore, people need social relationships such as friends, colleagues, organizations, religion… This is a social need that everyone must experience.

Esteem needs

Everyone wants to develop themselves to gain fame, status, prestige… and be respected by others. In addition, the trend for people in the 4.0 era is to have control and independence in their lives.

Self-actualization needs

Freedom to develop and experience what one likes.

• Doing what one likes
• Developing one’s potential
• Living and working according to one’s purpose.

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II. Application of Maslow’s hierarchy of needs in business

As needs continue to grow, Maslow’s hierarchy of needs model is increasingly being applied widely in business, marketing…

1. Identifying customer behavior

Identifying which level of need a customer persona is at will help businesses create an effective marketing strategy. Some questions that need to be asked to identify potential customers include:

• Which level of Maslow’s hierarchy of needs are your customers at?
• What are their urgent needs?
• What services might they be interested in at this time?
• What places do they frequent?
• Where do they get their information from?

2. Choosing the right marketing channels

After defining a specific customer persona, you need to analyze user behavior to choose the appropriate communication channels. Specifically:

• Target customer groups at levels 1 and 2 are suitable for channels like television advertising and direct marketing.
• The target customer group at levels 3, 4, and 5 will be suitable for popular online marketing channels such as: Google, Coc Coc, Facebook, Zalo…

Depending on the target audience, business owners can choose inbound marketing or outbound marketing channels. Or they can combine both inbound outbound marketing to reach customers most effectively.

3. Building the message content

Depending on who, where, and what the target customers are, the business will have corresponding messages to approach them effectively and attract user demand.

A typical example in Vietjet Air’s marketing model is the division into 2 customer segments:

• Mid-range customers with travel needs will be communicated with the message “low-cost airline”
• High-end customers will be communicated with content related to safety and quality service.

As you can see, for the same product, the marketing approaches are completely different. Applying Maslow’s hierarchy of needs in sales helps businesses accurately identify potential customer segments and develop the most effective KPI building process.

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Thus, the content of the article above is shared information related to Maslow’s hierarchy of needs. By now, you probably understand what Maslow’s hierarchy of needs is and how to apply it in business. Please research carefully and apply it to develop your business effectively!

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