ABSTRACT
Demographic targeting is the key to success for modem retailing. The modem shopper can best be understood by considering him or her to be a member of a distinct demographic group that has shopping needs that are particular to it. One way to look at the mentality of shopping is to suggest that it consists of a number of levels, just like Maslow's Hierarchy. On the way to shopping at the highest state there exist other levels of shopping needs. There are five levels that Maslow identifies and these are illustrated, in the form of shopping levels. At the bottom is a level of shopping for basic physical survival needs. At the second level there is shopping for security needs. At the third level of shopping comes shopping for belonging and social acceptance. At the fourth level of Maslow's Hierarchy comes the need for personal self-esteem. Finally, at the fifth level comes the shopping for self-actualization.
