What is the first step in the consumer decision process after recognizing the need for a product?

The first step in the consumer decision process after recognizing the need for a product is engaging in an information search. Once a consumer identifies a need, they seek out information to better understand their options. This stage is crucial because it helps consumers gather relevant data about potential solutions, including product features, prices, reviews, and where to buy. This information search can involve both internal sources, such as previous experiences and knowledge, and external sources like advertisements, recommendations from friends, and online reviews.

This step sets the foundation for subsequent actions, such as evaluating alternatives and making informed purchasing decisions. Without sufficient information, consumers may struggle to assess their options effectively, which could lead to dissatisfaction later in the buying process. Thus, engaging in an information search is essential for informed decision-making in the consumer journey.