Need Recognition

The buying procedure starts with need recognition-the buyer identifies a problem or need. The buyer senses a difference between his or her real state and some wanted state. The need may be triggered by internal stimuli when one of the person's usual needs-thirst, hunger -raises to a level high enough to become a drive. A need may also be triggered by external stimuli. At this stage, the marketer would research consumers to determine what kinds of needs or problems arise, what brought them regarding, and how they led the consumer to this particular product.

By collecting such information, the marketer can recognize the factors that most frequently trigger interest in product and may develop marketing programs that involve these factors.