Question 1 . What is the hierarchy of motives you can deduce?

Ans. According to Abraham Maslow :-

The deficiency or basic needs are said to motivate people when they are unmet. Also, the need
to fulfil such needs will become stronger the longer the duration they are denied. For example,
the longer a person goes without food the more hungry they will become.
One must satisfy lower level basic needs before progressing on to meet higher level growth
needs. Once these needs have been reasonably satisfied, one may be able to reach the highest
level called self-actualization. Every person is capable and has the desire to move up the
hierarchy toward a level of self-actualization. Unfortunately, progress is often disrupted by failure
to meet lower level needs.
With reference to the case the hierarchies of motives that can be deduced are as follows:1. Physiological needs:a) Learning is important This depicts the basic requirement that learning is important for
the person to grow in the career ladder.

2. Safety needs:-

3.

4.

5.

6.

a. Without knowledge we will not grow- This depicts the safety need of the design
software consumer who require to keep himself updated with the new knowledge
in order to remain in race.
Belongingness and Love needs:a. You feel happy when you make people laugh Animator- this depicts the
belongingness of the animator to his job who feels delighted when he connects to
the audience.
Esteem Needs:a. Our field is best and our education is on top- This gives a sense of self-esteem
to the service providers, because when their customers are satisfied , they feel
satisfied.
Self-Actualization Needs:a. Should be Mr. Perfect Machine design- This gives a sense of self proficiency in
ones own task .Being perfect brings you to the level of self actualization.
Self-Transcendence Needs:a. Need to anticipate what people will face in shop floor when a person attains
self-actualization then the person starts to think beyond his own horizon. Selfsatisfaction moves the person from one level of SELF and beyond for the
benefit of others.

Question 2:- Of the various communication bylines used, which of these fit better with
consumers motives? Why?
Ans.

Taglines used by Solidworks:-

Solid works by claiming that it is the standard in 3D.It truly reflects the consumers motives
by examples. It lays down the impression that Solid works is the standard designing
software which is to be used for designing software in the field of 3D designing. It is not just
software but others will follow in line solid works. See what you mean also depicts as to
the customers aspiration of a user-friendly software which delivers what is desired out of it.

Tagline used by Autodesk:-

Autodesk tagline also fits into the consumers motive of fitting into the consumers
expectations out of a software. Imagine design and create gives the tool to the cosumer to
satisfy his belongingness needs. A tool by which he can turn his imagination into realty.