![]() Activating problem recognition, in order to trigger the start of the purchasing process.Knowing what problems consumers are facing, so they can develop a marketing mix to address these problems.Marketers get involved in the need recognition state at three points: You may know that your knee hurts, and you can’t walk very well, but you need to further define the problem before you can take action: Do you need a good night’s sleep? A brace? Pain medication? Physical therapy? Surgery? All of these things? As a consumer, you will be able to begin solving your problem once it is adequately defined. Consider a scenario in which you injure your knee. In other cases, these are separate tasks. In many cases, problem recognition and problem definition occur simultaneously: a consumer runs out of toothpaste, for instance. ![]() Part of need recognition is defining the problem in a way that allows the consumer to take the next step toward finding a solution. Consumers do not move on to the next step until they have confirmed that their specific needs are important enough to act on. Conversely, a woman may own a two-year-old car that is running well, but for various reasons she considers it extremely important to purchase another car this year. The discrepancy may be fairly large but relatively unimportant compared to the other problems he faces. A man may desire a new Lexus and own a five-year-old Ford Focus. Whether we act to resolve a particular problem depends upon two factors: (1) the magnitude of the difference between what we have and what we need, and (2) the importance of the problem. The first step of the consumer decision process is recognizing that there is a problem–or unmet need–and that this need warrants some action. ![]() The following section discusses each step of the consumer decision-making process. However, if something changes appreciably (price, product, availability, services), then you may re-enter the full decision process and consider alternative brands. In these situations, you have learned from your past experiences what will best satisfy your need, so you can bypass the second and third stages of the process. The Consumer Decision-Making Processįor many products, the purchasing behavior is routine: you notice a need and you satisfy that need according to your habit of repurchasing the same brand or the cheapest brand or the most convenient alternative, depending on your personal assessment of trade-offs and value.
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