Section 1: Motivation and Involvement (20 marks)

Select one level of from Maslow’s Hierarchy of Human Needs that can be used to segment the market and position the product/service.
To segment and position JOZOLI marina I will use Maslow’s need hierarchy. The people that we are looking to join our marina will be at the Social Needs stage because they will have met their most basic needs, physiological needs such as food, water, air, shelter, etc…. The safety and security needs have also been met since at the time where an individual is able to spend enough time on their boat to make financially viable they have likely reached a point in time where they have a stable career, an established family, sufficient money in their savings account as well as good health. This then brings them to fulfill their social needs.

Social Needs: Boaters look for needs of belongingness and acceptance at a social level. They are motivated by the acceptance in a social setting, i.e.......

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Title: Analysis Of Internal Influences And Consumer Behaviour
Approximate Word Count: 3699
Approximate Pages: 15 (250 words per double-spaced page)

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