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Keegan and Schlegelmilch (2001)Management > Global Marketing Management > Lectures > Independent Research > Keegan and Schlegelmilch > Differences > Specific countries > Maslow
MaslowMaslow’s hierarchy of needs is important to understanding cultures. The 5 levels are (from the top down): Self-actualisation, esteem, social needs, safety needs, and psychological needs. People buy things from the western world to gain social status, as it implies that they can afford them. For example women in east Africa wore their bras with the straps showing in order to show that they could afford them. This is an example of esteem. The hierarchy is useful in its universality. “The model implies that, as countries progress through the stages of economic development, more and more members of society are operating at the esteem need level and higher, having satisfied physiological, safety, and social needs.” This also explains why many industrialised countries, such as the US, are actually rejecting material possessions as status symbols, as they have reached self-actualisation.
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