A consumer in a supermarket pushes her shopping trolley along the aisles, quickly filling it with groceries and staples from the many products available on the shelves.
Please discuss the following. Please provide evidence.
Which need among Maslow's hierarchy of needs does a consumer address when he/she shops for groceries and staples in a supermarket? Would the consumer's actions be a result of utilitarian motivation or hedonic motivation or both? Explain the reasons for the choice..