Abraham Maslow's hierachy of needs theory suggests that human needs can be categorized into five distinct levels; physiological, safety, belonging(social), self esteem and self actualization. Maslow theorised that each of these distinct level of needs must be satisfied before moving in a upward notion. Physiological(biological) needs are innate to human in order to survive and they include food, water, shelter and sex. Once these needs are satisfied the next level of needs are activated; safety needs are defined as security, stability and freedom from fear. The third level in Maslow's needs theory is belonging(social), which includes friends, family, spouse and lover. Self esteem comes after ...view middle of the document...
This is particularly evident especially among the elderly consumer and ATC has responded to this by incorporating a Sunday matinee.
The productions of ATC provide a space for social interaction; within the social environment, consumers psychological needs for status and prestige can be satisfied. The ATC recognises the prestigious nature of its offering and designs marketing strategy that appeal to this customer need. By emphasizing the statement 'Be part of New Zealand's leading theatre company' on it's subscription booklet it establishes a connection/relationship between the ATC and the image of prestige that comes with it. This allows the subscribers to develop a sense of belongingness as an exclusive group. Also by incorporating myriad benefits such as privileged access and direct involvement in the production it allows the members of ATC to fulfill their ego needs for prestige and status.
The other needs which is noted by ATC is that while providing a space for social interaction not only do the members develop a relationship with the production but rather amongst other peer members. As explained by Helen Martle, 'Attending a performance is a social activity. It's a chance for people to get together with family and friends'. ATC understands that watching a performance is a form of escapism and entertainment which allows the audience to express and feed their creativity. This satisfies the consumer need for self-actualization.
â€œMotivational research seeks to discover and comprehend what consumers do not fully understand or unaware about themselvesâ€ (Thomas 1998). Companies benefit from research irregardless of it being formal or informal, however, that is not to put claim towards which is a more effective method as each caters to different specifics.
A large portion of research today is influenced by the science of semiotics which is concerned with the conscious and unconscious meanings of non-verbal symbols. The unconscious mind responds to non-verbal symbols, form emotional responses and guides action independent of conscious awareness (Shiffman et al 2011). This means that consumer repeatedly form a connection between non-verbal symbol and their action subconsciously with little to no awareness of it. This is a cornerstone for organization as it allows them to attach specific meaning to products and because the consumers is conditioned to relate certain symbols to specific meanings their action which is triggered subconsciously will drive them to purchase said product in order to achieve personal goals.
Therefore by conducting motivational research, ATC is able to gain a more accurate insight into the consumer's underlying or unconscious motives. The ability to recognise the needs and motives and using the appropriate symbols are the key to success, this is because by using the correct/appropriate symbols it will trigger a subconscious response which will result in a desired outcome/action.