How marketers target consumers, what is the decision-making process and difference between family decisions and individual decisions associating with Maslows Hierarchy of Needs and motivation and the self concepts, based on the following Study case: If someone is determined to do something, he will find a way to accomplish it, regardless of obstacles. Mrs. Louise was born into a relatively poor family in Brazil. Due to the fact that she was the oldest, she did not receive enough attention. She developed the habit of sucking her thumb and putting things in her mouth. However, she was often caught and punished by her parents. As a result, the oral phase of its development was not satisfied. To some extent, she settled on this stage and this reflected on some of the habits she portrayed later in her adult life. After her schooling, she received a scholarship from the University of London and graduated in Economics in 2011. She was adamant that she wanted to continue her studies at the prestigious Oxford University. So she went on to do an MBA and specialized in marketing. After realizing her dream, she returned to Brazil in 2015. Meanwhile, she had developed a habit of eating gum and often bit her pen. Louise worked as a marketing manager for the Hyatt Hotel group. Her work meant she had to travel a lot around the world. She realized that it was not easy to develop a good global marketing strategy and found that she often had to adapt the promotional message to reach the target audience in each country, even for something as intangible as hospitality service. As a result, she worked under constant pressure and began smoking to relieve the pressure. On the personal front, Mrs. Louise married a businessman. She was determined to live in Santo - So Paulo,which is one of the most exclusive residential areas of So Paulo. It houses its notable residents, including important broadcasters members, singers and various actors. Her opportunity came in 2018 when she came across a property for sale in the coastal village. This was one of the few things she saw, liked and bought on site. Otherwise, she has a habit of looking around, collecting maximum information before making a purchase. Her favorites in the past were writing songs and she always dreamed of having one of her songs sung by a professional singer. This will be your greatest achievement. Mrs. Louise and her husband are different in most respects in purchasing products and services. She always buys locally produced products. It takes time to decide a purchase. She will never enter the impulse purchase; however, her husband will buy a product on the push of the moment and prefers major international retailers. She spends hours on the internet researching product information and looking through customer reviews and asking friends and family about recommendations. However, she is more likely to believe in ads that provide a lot of information instead of one with sophisticated templates and nothing else about the information. She will be the last to buy new products, while her husband will always be the first to buy them. After searching carefully and before finally purchasing the product or service, she will debate with herself about the pros and cons of this purchase and she will continue to question her purchase decision later. Another facet of his character is his obsession with security. She built a high wall around her house with electric gates and installed the latest alarm system to protect her facility. She bought three German shepherd dogs that are very protective family dogs. She signed several life insurance schemes and a medical scheme. She is managing her earnings carefully and her savings are in safe custody with several renowned financial institutions. In July 2019, Ms. Louise flew to New York in hopes of meeting with the multinational label, Warner Music Group, hoping to fulfill her dearest dream: having one of her songs sung and recorded.