What is typically the first step consumers take when looking to make a purchase?

The process of making a purchase typically begins when consumers recognize that they have a need or desire for a product or service. This initial stage, referred to as "problem recognition," is when the consumer becomes aware of a gap between their current state and the desired state. For instance, a consumer may realize they want a new smartphone to replace their outdated one, marking the beginning of their purchasing journey.

Upon realizing their need, consumers will then move on to the next stages of the buying process, such as researching options, comparing products, or asking for recommendations. However, without this initial recognition, there would be no motivation to engage in those subsequent steps. Therefore, recognizing the desire or need is foundational in guiding consumers toward their eventual purchase.