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Unformatted text preview: re able to cause problem recognition are the following:
• Product consumption itself can often trigger need recognition. In many buying or
consuming situations, a need is recognised simply because of a disposition situation.
For example, a mother packed the last packet of chips in the house in her son’s school
lunch box. She knows that she will have to get more chips on her way home from
work for her guests that will be visiting tonight. Thus, need recognition occurs
80 because of an anticipated need in the immediate future resulting from a change in the
actual situation [Burgess, 1998:49].
• Acquiring a product may, in turn, activate the need for additional products [Burgess,
1998:49 and Setlow, 2001:16]. A typical example would be a consumer that purchases a ‘Gillette’ shaver. Razor blades will have to be purchased for the shaver
to work. An example relevant to children would be a child buying a PEZ sweet
dispenser, which would require buying PEZ sweets in order to play with the toy.
• The passage of time can be a potent activator of consumption needs. Someone who
gets thirsty over time is a typical example. A case in point relevant to this study
might refer to a thirsty motorist on a journey. Time gradually deteriorates the consumer’s actual state until it becomes sufficiently discrepant from the desired state
to arouse a need. Time can influence the desired state as well. As consumers grow
older, they often experience changes in their tastes and values, which in turn, alter
their desired state [Hawkins et al., 2001:520 and Allegrezza, 2000:2]. The type of
books children read as they grow up illustrates this point. Likewise most children
may not enjoy sherbet as they grow older.
• The changes in a consumer’s life can activate a need. For example, a child that has
left nursery school and is about to enter primary school will need to buy a school
uniform. Changes within the family can also trigger need recognition. The birth of a
child, for instance, results in modified requirements for clothing, food and furniture.
This would mean that convenience stores have to adapt or provide goods according to
how consumers change mentally and physically [Burgess, 1998:48 and Alreck,
2000:891]. • Marketing influences are able to act as a potential motivator. What the examples
given so far have in common, however, is that the impetus to go into a purchasing
decision making routine comes from the consumer. The consumer identifies or
recognises the problem, independently from the marketer, and looks for a solution
[Hawkins et al., 2001:518 and Marney, 2001:33]. 81 Marketers can use the marketing mix elements to influence the choices of solution.
Stimulating consumers’ awareness of the their needs is often an essential objective
that, when neglected, can have unfavourable consequences for businesses [Kotler,
2000, 179]. One of the best ways in stimulating the importance of need satisfaction
is to remind people about it [Marney, 2001:33]. A general example would be a
holiday advertisement stressing the importance of relaxat...
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