Perception

Examples of Perception in the following topics:

• Perception

  • Perception in marketing is described as a process by which a consumer identifies, organizes, and interprets information to create meaning.
  • Perception is a psychological variable involved in the purchase decision process that is known to influence consumer behavior.
  • Selective perceptions is categorized under two types: a low level of perception, known as perceptual vigilance, and a higher level of perception, known as perceptual defense.
  • These are two optical illusions that illustrate how perception may differ from reality.
  • Describe the characteristics of perception as a part of the consumer buying decision process

• Consumer Perception of Communication

  • Organizations must keep in mind both the internal and external factors that influence audience perception during the communications process.
  • The internal psychological process that is associated with this information search is perception.
  • Perception is defined as "the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. " During the perception process, consumers enter different stages where they choose which promotional messages they will expose themselves to.
  • Organizations can source information from this perception process, using these data to develop an effective promotional strategy.
  • Explain why managing consumer perception is integral to successful marketing communications

• The Communication Process

  • Organizations must keep in mind the internal and external factors that influence audience perception during the communications process.
  • Thus, we input and perceive advertising messages – a television commercial or a salesperson's pitch – using this process of perception.
  • As a result, where and when consumers interact with company advertisements and promotional tools will also affect their perception of the brand.

• Perceptual Mapping

  • Perceptual mapping is a graphic display explaining the perceptions of customers with relation to product characteristics.
  • Perceptual mapping is a diagrammatic technique used by marketers in an attempt to visually display the perceptions of customers or potential customers.
  • For example, in this perceptual map you can see consumer perceptions of various automobiles on the two dimensions of sportiness/conservative and classy/affordable.

• Following Up

  • Follow up contributes to the customer's perception of the value that has been purchased.
  • However, if the product is mediocre and the service poor, in all likelihood customer follow up will not result in future sales unless the follow up can change the perception of both the product and the services rendered.
  • It tells the customer that he or she continues to matter and this perception might make him receptive to repeat business.

• SIVA: Solution, Incentive/Information, Value, and Access

  • Value is measured in terms of a customer's willingness to pay for a product, and often depends more upon the customer's perception of a product's worth rather than its intrinsic value.
  • These perceptions can be in regard to tangible and intangible benefits that a product offers.

• Learning

  • Learning is considered to have a psychological influence on consumer behavior, along with motivation and personality, perception, values, beliefs and attitudes and lifestyle.
  • Learning is considered to have a psychological influence on consumer behavior, along with motivation and personality, perception, values, beliefs, and attitudes and lifestyle.

• Adjustments to Products

  • Approaches to positioning range from gathering sophisticated market research information on consumers's preferences and perceptions, to the intuition of the product manager or a member of his or her staff.
  • Product repositioning involves changing the market's perceptions of a product or brand so that it can compete more effectively in its present market or in other market segments.
  • Changing market perceptions may require changes in the tangible product or in its selling price.

• Factors Influencing Experience, Involvement, and Satisfaction

  • Personal Factors: A person's perceptions, beliefs, attitudes, and values can substantially influence his or her experience and involvement with products.

• Lifestyle

  • ., attitudes, motivation, perception, lifestyle, personality, and knowledge) and the decision process (e.g., problem recognition, information research, alternative evaluation, purchase decision, and post-purchase behavior) which determine the buyer's response (e.g., product choice, brand choice, dealer choice, purchase timing, and purchase amount).