Problem Recognition

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Definition: Problem Recognition

Problem recognition results when a consumer recognizes a substantial difference between what is perceived as the actual  product and the product he/she wants to purchase, which directly impacts the decision making of the customer in the buying process. It is the first step in consumer decision making.

Examples: The problem recognition might be due to

  • A product being out of stock
  • Dissatisfaction
  • New needs/wants
  • Related products/purchases
  • Marketer induced problem recognition
  • New products

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