uation4.1Problem RecognitionProblem recognition is the first stage in the whole consumer decision-making process. Problems arise for consumers in their attempts to develop, maintain, and/or change their lifestyle. The recognitions of a problem occur where there is a discrepancy between a consumers desire and the actual state that is sufficient to arouse and activate the decision process. (Neal, Quester & Hawkins, 2000, p.3.6). A growing recognition of a need or want can be satisfied through some sort of consumption. However, a consumer might not take any further movement towards their own decision-making information search, because there is also some relative importance of the problem may be perceived to be small.The level of a persons desire to resolve a particular problem depends on two factors:1.The extent of the discrepancy between the desired and actual states.2.The relative importance of the problem. Desired stateMany factors can affect a consumers lifestyle and desire.Culture and Social ClassCulture and social class provide broad boundaries for lifestyle and therefore describe appropriate desire state. Students in nowadays are more and more aware of their health, and this is caused by its relationship to their lifestyle. They are beginning to join the gyms and fitting physical activities into their leisure time. For many students it is an attempt to get fit and ward off illness. And by simply swallowing a tablet or two of health supplements, it can help people from fighting almost anything from the common cold to memory loss. Reference GroupsReference groups exert a major influence on a consumers lifestyle, and change in reference groups is likely to alter that likely to alter that lifestyle which can, in turn affect desires. (Neal, Quester & Hawkins, 2000, p.3.9). For students going to work in a business environment, the differences in clothing and behaviour from those they were previously used to was quickly influen...
