Consumer Behaviour Assignment - Understanding Buyer Behaviour

Understanding human needs and identifying the underlying motivations for consumer buying behaviour is of particular interest to marketing managers when developing marketing programmes.  Discuss this statement.

This is an individual written assignment. It should include the following information:

• At least two comprehensive definitions of customer motivation that may be useful to marketing managers.
• Critically analyse Maslow's hierarchy of needs as a model used by marketers as a tool used in gaining a better understanding of customer needs, wants and motivations.
• Using one detailed example as a case study, illustrate how an organisation has developed a promotional campaign for their products/services through applying Maslow's theory.
• Draw three conclusions and three recommendations based on your analysis.