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Maslow's theory, specifically his hierarchy of needs, posits that human behavior is motivated by a series of needs that must be met in a particular order. The foundational idea is that individuals will act to satisfy their most pressing unmet needs first before moving on to higher-level needs.

In this context, unmet needs serve as the primary driving force behind consumer behavior. For instance, if an individual is struggling with basic physiological needs such as food and shelter, they are unlikely to prioritize luxury items or self-actualization products. As their lower-level needs are satisfied, they will then seek to fulfill higher-level needs like social belonging or esteem, which can influence their purchasing decisions.

While factors such as demographics, cultural influences, and price sensitivity can certainly impact consumer choices, they are often secondary to the fundamental drive created by unmet needs. Understanding this hierarchy can help marketers tailor their strategies effectively, addressing the specific needs of their target audience based on where they stand in Maslow's framework.