A teoria de Maslow é valida para o estudo hábitos de consumo ou as relações sociais atuais estabelecem as necessidades de consumo de um grupo determinado

Abstract

Maslow Theory was written in the 50's and it analyses the needs of men through a pyramid, where at the base we find physiological needs, safety needs, social/love needs, esteem need and self-fulfillment need. However, during this period, the appeal of consuption was relatively small and people's purchase power was shortened. Economical development and growth, rapid and crescent social relations nowadays begin to have a strong presence of consumerism, favored by massive media, self-esteem issues, economical situation and people's dissatisfaction, which are mostly treated with having new things. In an era when instant communication and social relations are constantly mutating, to establish consumption out of needs is one of the possibilities an individual can use to be accepted and to belong. Following that line of thought, Maslow's Theory began to suffer influence from social groups and its hierarchy order lost its validity. A research with 36 students of a total of 190 enrolled in Management shows that physiological need still are a priority in their lives but social need to belong to a group has changed the order of the pyramid. This study establishes a close connection between social relations and consumption and it proves we are influenced by our need of acceptance and so, we are able to assure the study of social relations and the economy of a country , state or city are intimately connected to its population.