Consumer Behaviour Essay

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Selective Perception, Perceived Quality and Perceived Risk in Relation to Two Premium Male Colognes

Student Names: Leslie
Munir Osman
Tamara Mostagousul Haque
Unit Code: MKW2402
Tutor’s Name: Ms. Ghazala Khan
Lecturer’s Name: Ms. Ghazala Khan
Date of Submission: 09.04.2008
Word Count: 1009

Contents
Page number
Table of Contents1
Abstract2
1.1Introduction3
1.2Selective Perception3
1.3Perceived Quality4
1.4Perceived Risk5
1.5Conclusion6
References7
Appendix I- Picture of Christian Dior Fahrenheit9
Appendix II- Advertisement of Christian Dior Fahrenheit10 Appendix III- Advertisement of Hugo Boss11

Abstract
This essay reviews the implications of selective perception, perceived quality and perceived risk on two premium brands of male cologne. The two brands chosen were Fahrenheit by Christian Dior and Boss by Hugo Boss. Consumers often unintentionally use selective perception to sift through stimuli and concentrate on stimuli that meet their needs, desires, interests. Each brand of cologne is perceived differently because of the varying nature of the ‘stimuli’ itself, experiences and motives. Next, perceived quality of the colognes is examined, which depends on both intrinsic and extrinsic cues. The perceived risks of each cologne are similar since they are both high end products albeit differences in fragrances and needs of designated consumers. It is concluded that each brand of cologne is perceived differently because of the enunciated raison d'être and carry implications for marketers in marketing each brand.

1.1Introduction
Perception is termed as the “process by which an individual receives, selects and interprets stimuli (unit of output to the senses) to form a meaningful and coherent picture of the world” (Schiffman, Bednall, O’ Cass, Paladino, Ward & Kanuk, 2007, p.136). The perception of a product differs from individual to individual, influenced by a range of variables. Three specific variables that will be discussed are that of selective perception, perceived risk and perceived quality, in relation to two brands of male colognes. These two brands are Christian Dior Fahrenheit and Boss by Hugo Boss. Both colognes are premium brands while the perception of each one varies owing to differing individual needs, expectations and values.

Hugo Boss, Boss was launched in 1985 and is deemed as an ‘authentic and powerful’ fragrance containing a blend of aromatic spices, herbs with a masculine tobacco note (Reviews of Hugo Boss Boss for men, n.d.). Christian Dior Fahrenheit was launched in 1988 and had the most triumphant initial three-month sales of any fragrance launch up to that time (1.4 million bottles in Europe alone). It was created with the notion of an original, unique perfume, with a floral (but not feminine) scent that could be distinguished from the ubiquitous scents based on Mediterranean cocktails (Kevin, 2007, para. 1). As can be assessed from their descriptions, each cologne is establishing a somewhat different image from the other.

1.2Selective Perception
Individuals spend a great deal of time evaluating various brands across many product dimensions. Selective perception is a “process whereby a consumer can differentiate between very similar brands (or products)” (Bolfing, 1988). Which stimuli get selected depends on ‘the nature of the stimuli itself, consumers’ previous experience which affects their expectations and their motives (i.e. needs, desires, appeals)’ (Schiffman et al, 2007, p.144). There are a vast number of variables comprising marketing stimuli that influence a consumer’s perception. Taking a look at the Christian Dior Fahrenheit bottle (Appendix I), the bottle design and brand name are attributes of stimulus that affect perception. The...
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