What makes customers prefer Coffee Bean compared to other café places like Starbucks? The answer can be found in the way customers perceive the available brands. Perception is the process by which an individual selects, organizes and interprets the information he receives from the environment.
3 Stages Of Perception
The first stage that begins the whole perception is the select process; this is attending to the object or an event in the environment with one of more of the five senses involved. This is a intrinsic cue which refer to distinct sensory qualities of the product like the appearance taste and odour. When a customer walks in to any coffee bean outlet the first stimulus would be the aroma of the coffee beans and brewing coffee, the second would be the its environment. Coffee bean ensures that each outlet has a different setting suited to the stores location and the type of customers walking in.The brightly lit environment that compliments the colour of the tables and chairs would be the second stimulus. Lastly while one is mulling over a cup of coffee from coffee bean ,the music played in the background instills the calm and peaceful mood for the customer ,this would be the last stimulus.
The second stage to perception is organize, this is categorized by matching the sensed stimulus with similar object categories in one’s memory. This stage helps one makes sense of what they observed. After tasting the drinks in coffee bean, the customer forms a memory in their head. They remember the environment, the ambience ,the taste, the music playing in the background ,the kind of service provided to them and lastly comparing them from experiences in other cafes .
The last stage would be to interpret, when customers attach a meaning to the stimulus, forming a “ruling” as to whether they like the object and what’s its value to them. After remembering the coffee bean experience the customer got, would they say they like it more compared to other cafes and would they classify coffee bean a place they would come to again to satisfy the same need or want in the future.
Factors That Shape Perception
One key point is that perception can vary widely among individuals exposed to the same reality. Each customer responds differently to the whole service experience. There are three factors that operate to shape and sometimes distort perception. These factors would eventually influence the purchasing decisions of coffee bean customers.
The first is stimulus characteristics, which combines both sensory and information content. The sensory characteristics as mention earlier involve the five senses. This is the outlook of the store, the ambience, the aroma and background noises and the taste of the products in coffee bean. This is when a customer judges if they enjoyed the whole experience and if they enjoyed the product as well. The second is the information content which is the nature of information received from the customer’s environment. This can be from the stores and marketers and opinions of their friends or family. This moves beyond the basic 5 senses towards the organization the customers are in and their interpretation.
The second factor would be Context characteristics. This has a lot to do with the setting in which the information is received. As mention earlier each customer perceive the brand or product differently. This is on the context of the social, cultural and organizational settings one is exposed to. Coffee bean receives a wide variety of customers from students to working adults and tourist. For example, a student patronizing a coffee bean outlet probably got the information from his or her fellow classmates or friend that coffee bean is a convenient place to have a cup of coffee while studying for a major test or exam. The student also may also have seen other students studying or having project meetings at a coffee bean outlet and thus this influence his/her decision to...
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