81% of purchases influenced by friends The first stage in the consumer purchasing process is generally thought to be need or problem recognition. The theory is that consumers don’t begin the process of purchasing until they have recognised a need they want to satisfy or problem they want to solve. This is reasonably sound thinking. […]

81% of purchases influenced by friends The first stage in the consumer purchasing process is generally thought to be need or problem recognition. The theory is that consumers don’t begin the process of purchasing until they have recognised a need they want to satisfy or problem they want to solve. This is reasonably sound thinking. However, there are two aphorisms worth noting here. They are: Wants are different from needs and often occur before a need In addition to apparent needs and problems, there are often underlying needs and problems Needs are things we cannot do without, and problems are issues that need resolving. Both can drive purchase behaviour – but so can wants. We can need something to eat, and we can have a problem in terms of an inability to cook. However, in the western world, wants are the most significant driver of fast-food purchases. Consumers want a…