Analysis of consumer perception towards plastic surgery
Analysis of consumer perception towards aesthetic surgery
In context, a man’s perception will affect his decision to purchase aesthetic surgery from a particular business. Perception is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world (Quester et al., 2014). Perception is an internal influence that affects consumer buying behaviour. (Figure 1).
Figure 1: Perception is one of many internal influences that affect consumer purchase behaviour (Quester et al., 2014).
To further segment consumers based on perception, the question “how do men across ages view (perceive) cosmetic surgery centers and their services?” is examined for analysis. It must be noted that responses to this question translates to the “Benefits Sought” segmentation criteria.
Men 20-30 years old
A man that goes by the name, Lee, got a complete makeover. He said, “A good look is indispensable for landing a job. Your look equals your competence,” said the 26-year old who perceives cosmetic surgery for job progression (Woo, 2012).
Men 31-40 years old
According to Tiku (2014), male tech workers in their late 30’s in Silicon Valley have resorted to plastic surgery in a move, they perceive, will make them fit the pattern and perpetuate the status quo that the most successful startups comes from those in their 30’s. This is consistent with Jones (2005) that found that over the past 100 years, people in their 30’s contributed to 40 percent of the innovations in the sciences and economics.
Men above 41 years old
Widder (2013) says that his cosmetic surgery patients older than 50 years old perceive that there are incongruences between how energetic they feel and how they look, and they want to look as good as they once did. Most of them are settled down with kids while bearing the thought of ‘how good looking I once was’ (Willett, 2014).
These responses for the three age groups reflect perceptions towards
In context, a man’s perception will affect his decision to purchase aesthetic surgery from a particular business. Perception is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world (Quester et al., 2014). Perception is an internal influence that affects consumer buying behaviour. (Figure 1).
Figure 1: Perception is one of many internal influences that affect consumer purchase behaviour (Quester et al., 2014).
To further segment consumers based on perception, the question “how do men across ages view (perceive) cosmetic surgery centers and their services?” is examined for analysis. It must be noted that responses to this question translates to the “Benefits Sought” segmentation criteria.
Men 20-30 years old
A man that goes by the name, Lee, got a complete makeover. He said, “A good look is indispensable for landing a job. Your look equals your competence,” said the 26-year old who perceives cosmetic surgery for job progression (Woo, 2012).
Men 31-40 years old
According to Tiku (2014), male tech workers in their late 30’s in Silicon Valley have resorted to plastic surgery in a move, they perceive, will make them fit the pattern and perpetuate the status quo that the most successful startups comes from those in their 30’s. This is consistent with Jones (2005) that found that over the past 100 years, people in their 30’s contributed to 40 percent of the innovations in the sciences and economics.
Men above 41 years old
Widder (2013) says that his cosmetic surgery patients older than 50 years old perceive that there are incongruences between how energetic they feel and how they look, and they want to look as good as they once did. Most of them are settled down with kids while bearing the thought of ‘how good looking I once was’ (Willett, 2014).
These responses for the three age groups reflect perceptions towards