Describe the need recognition process that took place before you purchased your last can of soft drink. How did it differ from the process that preceded the purchase of a new pair of trainers? What role, if any, did advertising play in your need recognition?
The Correct Answer and Explanation is:
Correct Answer:
The need recognition process before purchasing my last can of soft drink was primarily internal and triggered by a physiological need — thirst. It was a low-involvement decision that required minimal thought or planning. In contrast, the need recognition process for purchasing a new pair of trainers was more complex, involving both functional needs (e.g., worn-out old shoes) and psychological factors (e.g., desire for style, brand loyalty, or fitness goals). Advertising played a limited role in the soft drink purchase but had a more substantial influence on the decision to buy new trainers.
300-Word Explanation:
The need recognition process is the first stage of the consumer decision-making journey and occurs when there is a perceived gap between the consumer’s current state and their desired state. This gap triggers the motivation to act.
In the case of my last soft drink purchase, the need recognition was internal and instinctual. I felt thirsty on a hot day and wanted something refreshing and fizzy. This is a physiological need, and the decision was made quickly, without much evaluation. The choice of soft drink was likely influenced by habit, availability, and mild brand awareness. Advertising may have played a subtle role here — previous exposure to soft drink ads could have shaped my preference unconsciously, but it was not the main driver.
By contrast, buying a new pair of trainers involved a more deliberate need recognition. My old trainers were worn out, which signaled a functional need. Additionally, I considered aesthetic appeal, brand reputation, comfort, durability, and purpose (e.g., running or casual wear). This process was more cognitive and emotional, involving research and comparison. Here, advertising played a stronger role, especially through social media and online reviews, which highlighted features and fashion trends. Advertising helped shape my perception of different brands and ultimately influenced my final decision.
In summary, soft drink purchases stem from immediate, low-effort needs, while trainer purchases involve higher involvement, rational and emotional needs — and advertising plays a greater role in the latter.