Maslow's hierarchy of needs theory has been around for many decades and is used to describe the behavior and needs of human beings. The theory describes how people have well-defined needs that they wish to fulfill based on different degrees of emergency. Physiological need is the first stage or stage of basic need which includes food, clothing, shelter, air and sex. Physiological needs are the factors without which human beings cannot exist and therefore must be satisfied (Lee, 2011). Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay Furthermore, the next step is the need for safety or security is where a person needs to feel safe otherwise no harm can happen to him. The need for affiliation is another step where a person wants to interact with other human beings. The highest rung in the hierarchy is the need for esteem where a person feels the need to be appreciated by the people around him as a person of value. The need for esteem can manifest itself in a family context or in a group in which one exists. The need for esteem may occur in an organization where the individual works. An individual's esteem can be met through recognition for status, gender, performance, experience, length of time the person has been in the organization, or through bonuses. The final stage of Maslow's hierarchy of needs is the indispensable requirement of self-realization which shows a person's desire to use all the abilities available to him to reach the supreme level he can reach to feel satisfied and comfortable (Dima, Man, & Kot, 2010 ). From Maslow's hierarchy of needs, Coca-Cola company products and brands can be classified at the level of self-actualization or achievement (Donovan, 2003). This is because these drinks are not a necessity, but are used to satisfy a need for fulfillment or luxury. Consumers use these products to make their lives more comfortable. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay Conclusion The Coca-Cola Company is a well-known brand in Australia and offers a variety of brands. Consumers use the five-step process to make decisions about which products to purchase by comparing Coca-Cola products to other substitute products on the market before arriving at the decision to purchase products offered by the Coca-Cola Company. The factor that can most influence the decision-making process in purchasing products is the financial situation of the consumer. This is because most people may not afford them, giving up on the products or opting for a cheaper option. In Maslow's hierarchy of needs, products can be classified into the self-fulfillment level as they are only needed to make consumers feel more comfortable.