MODEL OF NEED RECOGNITION
Need recognition occurs when a consumer identifies a need and thinks of a product that might meet
this need. It can be a mere last minute decision to buy a product for example: everyday amenities like
salt or sugar or perhaps when buying something luxurious or expensive for example: a new house
to live in or a vehicle to move about, moreover, technology has been playing a significant role in
influencing consumer decisions (Kotler, 2011). Unlike the early 90’s, consumers now have unlimited
access to the cyber space; one click of a button and the world presents itself in front of the consumer
through the screen (Shiv & Fedorikhin, 1999). Comparing products from various brands has never been
more fun and easy.
This is where marketers can take advantage of the consumers by applying their knowledge of
consumer behaviour. Marketers need to understand what consumers are looking for or how they search
for product category and the steps they go through when they are buying a new product. There are five
basic steps that consumers go through when they are deciding what to purchase (Kotler, 2011):
• Need Recognition
• Information Search
• Product Evaluation
• Purchase Decision
• Post Purchase Evaluation
Each step has a purpose of its own and also provides marketers with the opportunity to take maximum
advantage of a situation. Need recognition is the first stage, a state where consumers feel the need
for something; it can be triggered form peers or from exposure to advertisements (Solomon, Dann,
& Russell-Bennett, 2007). For example: Rumours of the new IPhone 5s and IPhone 5c have caused
quite an unwanted stir in the heads of consumers; it is creating a need which is already being fulfilled
by the current IPhone 5 model. However, words from friends and family and advertisements showing
its upgraded features are creating quiet a hype in the minds of consumers creating a drive towards that
need.
The next step is information search, a state where consumers use various sources to find information
about the product. Internet plays a vital role in this step; it allows worldwide access to consumers
to find out every possible detail about products out there whether it’s a blog or a review by experts
etc. For instance, consumers in this case would be able to find out detailed information like price and
specifications about both IPhone 5s and IPhone 5c, compare both phones side by side; in fact they
could look into other brands like Samsung or HTC and decide which one to buy. In the next step, which
is the product evaluation step, consumers usually talk to their friends or family members or colleagues
and get their opinion if they should buy the product or not. Decisions can vary highly at this stage, like
for example: although friends may have recommended the IPhone 5c but a quick chat with the vendor
could change the decision if the person recommended the IPhone 5s instead or perhaps recommended
a smartphone from HTC or Samsung.
After the evaluation stage is complete, purchase decision is made and the product is perhaps
purchased let’s say in this case the IPhone 5c is bought and this completes the fourth step. The fifth
step illustrates consumers view and feelings about the product. This could be feedback in the form of
positive or negative feelings regarding the product. Such comments may be seen on online blogs or
company sites where customers are allowed to express whatever they feel. This however is a good
technique because marketing experts can take this information to the drawing board and device a more
comprehensive plan to be able to better satisfy the customer needs next time when they are coming up
with a new product.
