Editing Consumer behaviour (section)

=== Problem recognition ===
The first stage of the purchase decision process begins with ''problem recognition'' (also known as category need or need arousal). This is when the consumer identifies a need, typically defined as the difference between the consumer's current state and their desired or ideal state. A simpler way of thinking about problem recognition is that it is where the consumer decides that they are 'in the market' for a product or service to satisfy some need or want. The strength of the underlying need drives the entire decision process.<ref>{{cite journal | title = Prediction of Consumer Behavior by Experts and Novices | author = J. Scott Armstrong | journal = Journal of Consumer Research | volume = 18 | issue = 2 | pages = 251–256 | year = 1991 | doi = 10.1086/209257 | doi-access = free }}</ref>

Theorists identify three broad classes of problem-solving situation relevant for the purchase decision:<ref>Egan, J., ''Marketing Communications,'' London, Thomson Learning, pp 54-55</ref>

;Extensive [[problem solving|problem-solving]]: Purchases that warrant greater deliberation, more extensive information search and evaluation of alternatives. These are typically expensive purchases, or purchases with high social visibility e.g. fashion, cars.
;Limited problem-solving: Known or familiar purchases, regular purchases, straight re-buys. Typically low-priced items.
;Routinised problem-solving: Repeat purchases or habitual purchases

Consumers become aware of a problem in a variety of ways including:<ref>Punj, G. and Srinivasan, N., "Influence of Problem Recognition on Search and Other Decision Process Variables: a Framework For Analysis", in ''Advances in Consumer Research'', Vol. 19, John F. Sherry, Jr. and Brian Sternthal (eds), Provo, UT : Association for Consumer Research, 1992, pp 491–497, Online:
http://acrwebsite.org/volumes/7348/volumes/v19/NA-19</ref>

[[File:CD Slot Mount.png|thumb|The purchase of a mobile phone may trigger the desire for accessories such as this phone mount for use in a car.]]

;Out-of-Stock/ Natural Depletion: When a consumer needs to replenish stocks of a consumable item e.g. ran out of milk or bread.
;Regular purchase: When a consumer purchases a product on a regular basis e.g. newspaper, magazines.
;Dissatisfaction: When a consumer is not satisfied with the current product or service.
;New Needs or Wants: Lifestyle changes may trigger the identification of new needs e.g. the arrival of a baby may prompt the purchase of a cot, stroller, and car-seat for the baby.
;Related products: The purchase of one product may trigger the need for accessories, spare parts, or complementary goods and services e.g. the purchase of a printer leads to the need for ink cartridges; the purchase of a digital camera leads to the need for memory cards.
;Marketer-induced problem recognition: When marketing activity persuades consumers of a problem (usually a problem that the consumer did not realise they had). The consciously, and subconsciously, consumed content in [[old media|traditional]] as well as [[social media|social]] media greatly plays the role of a stimulus for the consumer's recognition of a new need.
;New Products or Categories: When consumers become aware of new innovative products that offer a superior means of fulfilling a need. Disruptive technologies such as the advent of wireless-free communications devices can trigger a need for plethora of products such as a new mouse or printer.