Problem Recognition:

Problem recognition applies when a buyer realises that there is a difference between his desired state and an actual condition. After realisation of the problem or need, the buyer decides to search for information for products that can help him. Satisfy his needs or solve the problem.

 Information Search

In this internal search, buyers search their memories to see if they have information about the product which can solve their problem. They may be unable to retrieve from their memories sufficient information to make a decision. Then they seek additional information through external search.

A successful search then provides the consumers with a group of brands known as an evoked set. The buyer sees the evoked set as possible alternatives.

Evaluation of Alternatives in Evoked Set

First, the buyer will establish his/her criteria for evaluating the alternatives in the evoked set. This is done by assigning certain importance or salience for comparing, rating and ranking the differed products.