A consumer is the one who have some need and takes effort to satisfy the need. According to that theory everyone in a civilized society is a consumer. According to American psychologist Abraham Maslow there is a hierarchy of needs. Someone who is struggling to pay for daily bread cannot demand a car, AC, etc. An accommodation in a 3bhk apartment at a metropolitan city cannot be affordable to a person who depends solely on salary from a rural grocery shop. Sometimes it may be common to see younger people from higher economic background with better education struggling to have healthy food, quality clothing, accommodation with better amenities, a family, etc. Not because they put the required effort but because of societal pressure. Paradoxical to Maslow’s theory people may seem to acquire self actualization needs like personal growth peak experiences, etc. before acquiring other needs. Similarly, to pay for a medical expense may at times be such a higher amount that even the high income groups struggle to cope up with.It is not a practical approach to live through a certainly formulated path according to a theoretical life. Because social aspects are not static. To change according to the deviations in environment is somewhat challenging. But it is the best suitable medium to deal with esteem needs that arises before self actualization needs.