Читать книгу NEUROMARKETING - Branislav R. Tanasic - Страница 15

The purchasing process begins by recognizing the need, that is, the problem that can be resolved by a specific purchase of a product or service. According to Kotler, "buying decisions are part of a much wider purchasing process that begins with the recognition of the problem, to how the buyer feels after purchasing" (Kotler & Armstrong, 2012: 152).

The need may be induced by internal stimuli, as one of the normal human physiological needs, or the result of external stimulus-stimulus. For example, seeing an advertisement with attractive pebbly beaches or talking to a friend can be an inspiration and start thinking about vacationing. At this stage, marketers need to explore and find out what kind of need is developing, what it means for consumers, and how it will bring consumers to buy a particular product.