Maslow's hierarchy of needs model - the difference of the Chinese and the Western pyramid on the example of purchasing luxurious products (PDF)

Essay from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 97 %, University of Western Sydney (Sydney Graduate School of Management), course: Promotion & Advertising Overseas, language: English, abstract: This report will analyse the Maslow's hierarchy of needs and its impact on promotion and
advertising, but also if this model is applicable on other cultures. The author will give examples of
promotions in western countries and to what exact stage those promotions are targeted.
Furthermore the author will show different hierarchy of needs models in order to explain that the
human needs vary in different parts of the world. Whilst in westernized countries the 'Esteem' and
'Belonging/Love' needs are mainly targeted with promotion and advertising, in developing countries
a different approach in terms of promotion and advertising is more appropriate.
The higher-order needs for the general Asian culture are 'Status', 'Admiration' and 'Affiliation'
whereas the higher-order needs for the Arab culture are 'Esteem', 'Social needs' and 'Selfactualization'.
In this paper the author will focus on China as an example of a developing country.
The author will discuss the difference of the Chinese and the Western pyramid on the example of
purchasing luxurious products.
As a conclusion the author will give suggestions to companies of what to take into account when
promoting in developing countries.

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