The Process of Decision Making of Consumers

Problem Recognition
Extensive research shows that the first stage in the consumer decision-making and path to purchase process is problem recognition, which occurs when the consumer perceives a need and becomes motivated to solve the problem. The problem recognition stage initiates the subsequent decision processes. 

Problem recognition is caused by difference between the consumer's ideal state and actual state. A discrepancy exists between what the consumer wants the situation to be like and what the situation is really like. Marketers should find out what sparks of needs through research. 

Read more: https://www.entrepreneurshipsecret.com/the-consumer-decision-making-process/