Which step in the consumer decision-making process is a result of an imbalance between actual and desired states?

Need Recognition

Explanation:

Consumer decision making process refers to how a consumer decides to satisfy a want and how consumers arrive at a buying decision, which includes identifying the need, availing the required information about the need, measuring the options or alternatives available and then proceeding to buy the product.

Desired state refers to how i. e the way a consumer desires to satisfy his need. Actual state refers to how or the way the need is ultimately satisfied. The gap between the two states i. e the imbalance results into the step of need recognition.