Running Head: BUYER BEHAVIOR

Buyer Behavior

Your Name

Strayer University

Health Services Strategic Marketing

January XX, 20XX

Dr. Your Professor

There are many external and internal factors that influence consumer decision making. The consumer decision-making process is described as a “six stage model of the decision-making process that includes problem recognition, internal search, external search, alternative evaluation, purchase, and post-purchase evaluation” (Berkowitz, 2006, p 393). The uses of technology and information resources to research issues in health care marketing have been and continue to be beneficial. The most important purpose of marketing is to have items or
Describe how marketers can use Maslow’s Hierarchy of Needs to help sell:

Health Insurance: Need is defined as “a condition in which there is a deficiency of something, or one requiring relief” (Berkowitz, 2006, p 399). Everyone has needs and desires, but most individuals are not able to make decisions if their most basic needs have not been met. Throughout their lifetime, individuals make every effort to meet needs. Consumer motivation is one of the main goals of marketing and it is essential that the consumer is motivated to purchase services or items. Abraham Maslow ranks humans needs on an ascending scale according to how important the needs are for survival. The individual in the market for health insurance will have to have achieved the basic physiological needs of food, water, shelter, rest, sleep, activity, and clothing. To market health insurance, marketing strategies would appeal to meet the needs of safety and security. “The person needs to feel safe, both in the physical environment and in relationships” (Kozier, Erb, Berman, and Snyder, 2004, p 197). This can be achieved by accentuating the increasing cost of healthcare and the significance of having a safety net to help maintain the individual’s physiological needs in the case that healthcare services are necessary. Safety needs can also be appealed to by placing an