"According to Mc Clelland Theory, needs can be classified into three categories, and thus constitute the Trio, viz., Needs for power (nPow), affiliation (nAff) and achievement (NAch). The theory has implications for marketers. The trio of needs theory could explain why people get motivated towards purchase and consumption patterns of certain product/service offerings;Needs for power (nPow): fast cars, motorcycles; Need for affiliation (nAff): membership to clubs; Need for achievement (nAch): admission to professional courses. Drawing upon such needs and their relevance, the marketer can take a lead towards developing effective segmentation and positioning strategies. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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