What is a Problem or Need Recognition?
At this stage, the customer finds out what the problem / need is and identify the product / service which is required.
Problem/Need-recognition is the most important step in the buying decision. Without knowing what the need is, a purchase cannot take place. This need can be triggered internally (i.e. hunger, thirst) or externally (i.e. advertising). Only when a person has fulfilled the needs at a certain stage, can he or she move to the next stage. The problem must be within the products or services available; it's how the problem must be recognized.
How do you decide which particular product or service to purchase? It could be that your Blu-Ray DVD player stops working and you now have to look for a new one; otherwise you will not be able to play your Blu-Ray films so you have a problem or a new need.