Consumer Behavior
Table of contents Executive summary 2 Introduction 4 1. Consumer behavior 5 2. Perception 5 2.1Definition of perception 5 2.2 Elements of perception 6 A. Sensation 6 B. The absolute threshold 6 C. Just noticeable difference to consumer behavior: 6 D. Subliminal perception 7 2.3 Factors influencing perception 7 1) Characteristics of the perceiver (internal factors): 7 2) Characteristics of the target (external factors): 9 3) Characteristics of the situation: 9 2.4 The perception’s process 9 1. Sensation: 9 2. Selecting information: 10 3. Interpreting the information: after 10 4. Retaining the information: 11 2.5 Perception and marketing strategy 11 Retail strategy: 11 Brand name and logo development: 11 Advertisement: 11 Package design: 11 3. Examples of using perception 12 Conclusion 14
Executive summary
In this assignment, as it was asking us to choose one factor that affect the consumer behavior, I selected perception as the factor that I want to go through.
First I started with a brief definition of the consumer behavior which I said that is the process of studying actions that consumers do when he wants to buy, it is affected by different factors which are psychological and sociological.
As I took perception, a psychological factor, I started by define it, Perception is how people interpret the stimuli that they collect, using their 5 senses and transform them to a coherent image or information. We can notice that perception is linked to sensation and is depending on it.
Perception is constituted from different element, and these are: * Sensation: is the reaction to the stimuli collected by human 5 senses * The absolute threshold: is the minimum that makes human reacting, it is the smallest percentage that we can notice. * Just noticeable difference (JND). * Subliminal perception: is subliminal message used by markets that consumers memorize it in their
Executive summary
In this assignment, as it was asking us to choose one factor that affect the consumer behavior, I selected perception as the factor that I want to go through.
First I started with a brief definition of the consumer behavior which I said that is the process of studying actions that consumers do when he wants to buy, it is affected by different factors which are psychological and sociological.
As I took perception, a psychological factor, I started by define it, Perception is how people interpret the stimuli that they collect, using their 5 senses and transform them to a coherent image or information. We can notice that perception is linked to sensation and is depending on it.
Perception is constituted from different element, and these are: * Sensation: is the reaction to the stimuli collected by human 5 senses * The absolute threshold: is the minimum that makes human reacting, it is the smallest percentage that we can notice. * Just noticeable difference (JND). * Subliminal perception: is subliminal message used by markets that consumers memorize it in their
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