Discuss how Maslow's 'hierarchy of needs' theory could be used by the managers of a retail business to motivate employees.

Mark scheme

Marking points from the official mark scheme (May/June 2017). The mark or mark type is shown in brackets.

1. [1] Explanation of Maslow's hierarchy of needs (five levels).
2. [1] Application of the framework to a retail business, considering diverse staff (part-time, temporary, full-time).
3. [1] (Physiological needs) Meeting basic needs through good wages and fringe benefits (e.g., for food, drink).
4. [1] (Safety needs) Providing protection, security, and stability (e.g., through a stable business, good market share, strong presence).
5. [1] (Social needs) Fostering team working and a good working environment to meet belongingness and family concerns.
6. [1] (Esteem needs) Offering opportunities for achievement and status (e.g., 'employee of the month', promotion opportunities).
7. [1] (Self-actualisation needs) Facilitating personal growth and fulfilment (e.g., training, development, progression opportunities).
8. [1] Provision of relevant examples of using the framework in a retail context.
9. [1] Recognition of the variety of workforce situations in a retail business.
10. [1] Reference to limitations of Maslow's hierarchy for a retail business.
11. [1] Reference to the significance of Maslow's hierarchy for a retail business.
12. [1] Consideration of the theory's significance for young people or those in early career stages in retail.
13. [1] Discussion of what might be the most important needs for different retail employees based on the theory.