Indigo Airlines Consumer Behaviour Theory
The theory which can be stated for helping Indigo airlines for their successful market share is
the Maslow’s theory. This hierarchy of needs model is a motivational theory in p
...
Indigo Airlines Consumer Behaviour Theory
The theory which can be stated for helping Indigo airlines for their successful market share is
the Maslow’s theory. This hierarchy of needs model is a motivational theory in psychology
comprising a five-tier model of human needs, often depicted as hierarchical levels within a
pyramid. It comprises of 5 basic needs which is required by every customer:
i. Psychological Needs: These most basic human survival needs. Maslow states that
these
basic physiological needs must be addressed before humans
move on to the next level of fulfillment. Example: air, food,
drink, shelter, clothing etc.
ii. Safety Needs: Once an individual’s physiological needs are satisfied, the needs for
security and safety become salient. People want to experience order,
predictability and control in their lives. These needs can be fulfilled by
the family and society. Example: emotional security, financial security,
law and order, freedom from fear, social stability etc.
iii. Social Needs: The third level of human needs is social and involves feelings of
belongingness. Belongingness, refers to a human emotional need for
interpersonal relationships, affiliating, connectedness, and being part of
a group. Examples: friendship, intimacy, trust, and acceptance,
receiving and giving affection, and love.
iv. Esteem Needs: Maslow classified esteem needs into two categories: (i) esteem for
oneself (dignity, achievement, mastery, independence) and (ii) the
desire for reputation or respect from others (e.g., status, prestige).
Maslow indicated that the need for respect or reputation is most
important f
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