Consumer Perception Process
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Consumer Behaviour
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Consumer Behaviour
Dropbox assignment 1
Teacher: Mr. Perry Broome
Duncan Cijsouw (0617745)
10/05/2011
Dropbox assignment 1
Teacher: Mr. Perry Broome
Duncan Cijsouw (0617745)
10/05/2011
Consumer perception process
Part 1a
This is about the way consumers perceive a product or a brand. This recognition of a product or brand is based on two different things: Learning and Perception. These two phrases mean something completely different, but are in fact closely connected when it comes to consumer perception.
Learning
Learning is a change in behavior from the interaction between a person and a stimulus. This can be intentional or unintentional. The difference between this is that intentional learning, on the one hand, means that the consumer is set out to learn information devoted to a certain subject. The learning is acquired by a search for information. For example when I bought a new snowboard last year. Instead of buying a random board, I first did a lot of research about which one would be best for me. I was intentionally learning about the differences in snowboards.
Unintentional learning, on the other hand, is about how consumers sense and react to the environment. The learning is acquired without much effort. People will react differently to influences from their environment and will create a preference to certain brands or products. For example, we may experience the sales people in one store being nicer to us than those in the other. We thus may develop a preference for the one store over the other; however, if pressed, we may not be able to give a conscious explanation as to the reason for our preference. Or as shown in the example above an attractive woman in a car can give a positive effect which might persuade the customer to buy the car more easily.
Perception
Perception is a consumer’s awareness and interpretation of reality.
Consumer Behaviour
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Consumer Behaviour
Dropbox assignment 1
Teacher: Mr. Perry Broome
Duncan Cijsouw (0617745)
10/05/2011
Dropbox assignment 1
Teacher: Mr. Perry Broome
Duncan Cijsouw (0617745)
10/05/2011
Consumer perception process
Part 1a
This is about the way consumers perceive a product or a brand. This recognition of a product or brand is based on two different things: Learning and Perception. These two phrases mean something completely different, but are in fact closely connected when it comes to consumer perception.
Learning
Learning is a change in behavior from the interaction between a person and a stimulus. This can be intentional or unintentional. The difference between this is that intentional learning, on the one hand, means that the consumer is set out to learn information devoted to a certain subject. The learning is acquired by a search for information. For example when I bought a new snowboard last year. Instead of buying a random board, I first did a lot of research about which one would be best for me. I was intentionally learning about the differences in snowboards.
Unintentional learning, on the other hand, is about how consumers sense and react to the environment. The learning is acquired without much effort. People will react differently to influences from their environment and will create a preference to certain brands or products. For example, we may experience the sales people in one store being nicer to us than those in the other. We thus may develop a preference for the one store over the other; however, if pressed, we may not be able to give a conscious explanation as to the reason for our preference. Or as shown in the example above an attractive woman in a car can give a positive effect which might persuade the customer to buy the car more easily.
Perception
Perception is a consumer’s awareness and interpretation of reality.