During which step do buyers recognize a gap between their desired state and actual condition?

The stage where buyers recognize a gap between their desired state and their actual condition is known as Need Recognition. This is the first step in the consumer decision-making process. In this stage, consumers become aware of a difference between what they currently have and what they would ideally like. This awareness compels them to seek out solutions to fulfill their unmet needs.

For instance, if a consumer feels their smartphone is outdated and no longer meets their requirements, they will recognize a need for a new device that aligns more closely with their ideal expectations. This realization sets the entire decision-making process in motion, prompting further actions such as information search, evaluating alternatives, and eventually making a purchase.

In contrast, the other steps in the consumer decision-making process occur after the need has been recognized. The information search involves actively looking for products or solutions, the evaluation of alternatives is about comparing different options available in the market, and post-purchase evaluation reflects on the consumer's satisfaction after the purchase has been made. These stages are subsequent to the initial recognition of need, emphasizing the critical nature of the need recognition phase in driving consumer behavior.