Problem Recognition
May occur when the
consumer receives
information from advertising
or from conversation with
friends that causes
awareness of a need.
In consultative selling
sometimes hinges on the
seller's ability to uncover a
need.
May occur when the
consumer reevaluates the
current situation and
perceives an area of void or
dissatisfaction.
No matter what kind of need
exists some prospects do
not consciously recognize it
until the seller brings it out
into the open.
Search for Alternatives - Limited By
Time and cost - Experience and urgency.
Value of purchase - risk involved in the purchase
Evaluation of Alternatives
Evoked Set is the list of alternatives
Salient attributes are used to evaluate products.
Determinate attributes are motives used to make a decision.