Unformatted text preview: iguous as feeling the need for an uplifting experience after a school exam. The extent of the problem and number of problems influence a consumer and the
decision-making process they embark on. Sometimes consumers undertake a complex decision process requiring substantial amounts of time and effort. More common, however, are rather simplistic processes in which relatively little time and effort are
devoted to the decision [Swait, 2001:135 and Brassington & Pettitt, 1997:96]. The presence of need recognition does not automatically activate some action – it
depends on a few factors. Firstly, the recognised need must be of sufficient importance.
The urge of buying a sweet, for instance, may be regarded as a significant need to a child,
whilst an adult may not think this need is warranted. Secondly, consumers must believe
that a solution to the need is within their means. If need satisfaction is beyond a
consumer’s economic or temporal resources, action is unlikely. This is also the case
where lack of availability plays a role. An example is that of a child wanting to buy his /
her favourite cold drink but cannot either due to lack of money or that the retailer does
not stock it. Problem recognition, if it is to lead anywhere, therefore requires both the
willingness and the ability to fulfil the emerging need [Hawkins et al., 2001:508; Engel et
al., 1995:176; and Brassington & Pettitt, 1997:89]. A foremost source of problem recognition is need arousal, particularly when that need is
related to self-image. A need must first be “activated” before it can be “recognised”.
Unless the consumer recognises a need for a product, no sale will take place [Kotler,
78 2000:179; Nelson, 2001:B1; and Burgess, 1998:45]. Needs represent enduring predispositions to behave toward certain goals. The will to achieve some sort of meaning
in life is the primary drive behind every purchase and consumption decision. This
meaningfulness occurs when values are realised [Brassington & Pettit, 1997:104; Kahn
& Isen, 1993:257; and Churchill & Peter, 1998:143]. A child, for example, may consider
buying a toy as being something meaningful. One of the study’s focuses thus far, has been on factors that have an effect on need
recognition but that are largely beyond a business’s ability to influence in some
advantageous way. This does not, however, prevent businesses from influencing consumer need recognition. A contentious issue is whether or not marketers create needs. Marketers are often
accused of creating a need for a product that would not exist had it not been for
marketing activities, particular advertising. Supporting evidence [Hawkins et al., 2001:373] shows how people have used many products to gain social acceptance and
displaying status and so on before the advent of advertising or marketing. Marketers,
however, do create demand – the willingness to buy a particular product or service.
Demand is caused by need satisfaction. Marketers follow this protocol to help boost the
survival of any business. They have numerous methods and...
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