This is Maslows famous pyramid of psychological needs. We can define a need as something a person feels that they must have. The lower you go on the pyramid, the more powerful the desire is.
However in todays society the lower parts of the pyramid are generally able to be fulfilled very easily - so most marketing efforts are focused on the higher levels of the pyramid.
Which area do you think you could most effectively use to sell your products or services and strengthen your brand?