The the difference between the actual state

The
first stage of the consumer decision making process is need recognition. The
need is important because it can lead consumers to realize that they have the
need to buy the product in mind. During this stage, there are two main components
that happen such as actual state and desired state. The desired state is the
consumer desire to satisfy their needs, whereas the actual state is the needs
that have to actually be met by the consumer. For example, typically consumers
have needs and wants. According to research, the recognition of a problem comes
up in the situation where an individual understand the difference between the actual state of affairs and desired state of affairs (Bruner, 1993).

            In this stage, the consumer can be
classified as physiological needs in Maslow’s Hierarchy of Needs. It is the
most basic needs for human that are vital to survival (Aishwarya
Shahrawat, Renu Shahrawat, 2017).  If without these basic needs, the human body
will not work properly.  For example,
consumers are able to recognize the problem and seek solutions that could help
with their basic needs for survival. 
Such as, if a consumer understands he or she is missing sufficient
nutrients in their diet, they will have a need to seek certain products that
can provide it to them. Research shows that severe vitamin C deficiency has
been known for many centuries as the potentially fatal disease, scurvy (Jane Higdon,
2000).Hence,
the fruit juice can help consumers who are deficient in Vitamin C, which is a
need. 

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            Specifically we will target
consumers of the working class who are usually busy working.  The convenience of this fruit juice would be
favourable because consumers can easily purchase it and consume it.  Therefore, the marketers found that there are
appropriate marketing strategies could be use is TV advertising. It is because
advertisements can create awareness by informing consumers to know the product
available in the market (Terkan, 2014). In addition, researcher
found that TV advertising content can effect on consumer behaviour (Thales
Teixeira, Kenneth C. Wilbur, Jura Liaukonyte, 2015). Therefore, an
advertisement could be created to show the benefits of orange juice on TV
commercials. The marketers found that most people are home after work catching
up with the news or enjoying their favourite show.  

Second Stage –
Information Search

            The second stage of the consumer decision making
process is information search. When potential consumers are searching for his
or her particular needs and wants, they try to gather as much information as
they can. During this phase, the consumers might take some time to process the
information of various products because they received the information from
different sources.  The consumer may also
use risk management to help them with their purchasing decision (Flekel, 2013). Essentially, there
are two types of information such as internal information and external
information (oliver, 2011).

            During the internal search, the
consumer compares the products based on their past experiences and knowledge.
Usually, if the consumer is satisfied with the product they bought, they will stick
with the current product, and they might skip the information search stage. If
the consumer is not satisfied with the product, they will usually use internal
information such as their memory to start the information search.  Their past experiences will help them with
the problem solving. For example, if the consumer decides they want to try out
a new fruit juice, they might visit their local supermarket because they
usually visit through experience.  If
they have discovered new products through browsing their local supermarket,
they may go back and search new products. In external search, the source of
information comes from personal sources or marketing-controlled source, such as
search engines. For example, the consumer may ask personal sources such as
family, colleagues and friends about what type of fruit juice they enjoy the
most.  As for marketing-controlled
sources, the consumer may search engines for “The most popular fruit juice.”

            The appropriate marketing strategy
that could be used is brochures.  Brochures are low in cost and it can shows
details and pictures about the product and brand. Brochures may also include
coupons with discount and special vouchers. Brochures can use to remind
existing customers or to attract new customers about a product (Ladd, 2010).  This is essentially important because
existing customers will continue to visit their local supermarkets through
experience, and they may use the brochures provided at the store to learn about
new products.  As for new customers,
family or friends may pass the brochures to them and allow them to learn about
new products.