The Consumer Decision-making process refers to the steps that consumers take to identify and evaluate choice options. It includes both rational and emotional factors. The Need Recognition phase is the first step in the Consumer decision-making process and can be activated from internal or external signals. Each step in the process is further explained in the following video.
1 Drucker, Peter (1995). “People and Performance: The Best of Peter Drucker on Management,” Routledge, New York