Natural DepletionA consumer identifies a need to restock something they purchase regularly. For example, a consumer is running low on their favorite shampoo.
End of LifeA product breaks or ages beyond its useful lifespan. For example, software that is out of support.
Routine ProblemsA consumer buys something new from a product category from which they regularly purchase. For example, an avid reader needs a few new books. dissatisfied with a product or service and seeks to replace it.
Lifestyle ChangesA consumer makes a change to their habits or situation. For example, the birth of a child, moving to a new city or beginning a new hobby. A lifestyle change may trigger a large number of purchases.
GoalsA consumer is seeking to improve things. This includes diverse needs such as home improvement, physical fitness, health, education, self-improvement,peak experiences and self-fulfillment. For example, a consumer who establishes a goal to get a promotion at work may purchase books about leadership.
Social InformationLearning about a new type of product from word of mouth. For example, a mobile device user who hears about a useful app that everyone is using.marketing message such as a commercial. For example, a consumer sees a trailer for a movie and decides they must see it. fear of missing out are shortages and trendy new products.
Social CompetitionSocial competition such as noticing that all the neighbors have new solar panels on their roofs.
FreshnessA desire not to fall behind change. This includes enthusiasts of a product category who are always purchasing the newest thing. It also includes people who fear they have fallen too far behind the pace of change. For example, a skier who fears their equipment is starting to look dated.
|Overview: Problem Recognition|
The process by which a consumer identifies a need to buy something.