Ducti is a small company that manufacturers duct-tape wallets. Ducti founder, David Pippenger, discovered there is a large demand for the wallets and watches that Ducti sells. In fact, its product line has expanded to include bags as well. Clearly, some consumers have a favorable attitude of Ducti products. To have a favorable perception, consumers must:

-experience problem recognition.-consult a public source of information.-consult a personal source of information.-make a post-purchase evaluation.-experience cognitive dissonance.

Problem recognition refers to the first stage when a consumer decides to make a purchase. Therefore, for a company wishing to achieve a favorable consumer perception of its products and services, the ideal is to establish the first step in the purchase decision process, which occurs when the consumer identifies a need and after identifying the problem, Looking for a product that meets your need, so this is one of the most important steps in the decision making process.

Companies should therefore identify which internal or external stimuli will be responsible for generating a need in their target audience, and thus increase the perception of their products and consequently the organizational results.