From a consumer's perspective, why is problem solving an important part of the consumer buying process?

Question

Quizplus · Accepted Answer

The Answer is Problem recognition occurs when a buyer becomes aware that there is a difference between a desired state and an actual condition. It is stage one of the consumer buying process. Sometimes a person has a problem or need but is unaware of it. How consumers use and process the information obtained in their search depends on features of the information itself, namely availability, quantity, quality, repetition and format. If all the necessary information for a decision is readily to hand, either in-store or online, consumers may have no need to conduct an internal information search and the decision process may be easier. However, adequate information may not always be available, and consumers may have to make do with whatever data are to hand.

From a Consumer's Perspective, Why Is Problem Solving an Important