USE OF ABRAHAM MASLOW’S MOTIVATION THEORY FOR SETTING CONSUMERS’ SATISFACTION-NON-SATISFACTION

Behind a consumer’s decision to purchase a product/service there is always a reason or a complex of reasons, and behind rejecting a product/service there is always the consumer’s conclusion that, by its competences, that respective product/service will not fulfil that respective need at the level one desires. In order to explain the internal origins of consumers’ behaviour, the contemporary psychology applies to the concepts of “needs” (necessities) and “motivations”. The relation between these two categories consists in the needs which become antecedent conditions for determining the occurrence of motivations.