Consumer Behavior

Topics: Perception, Marketing, Sense Pages: 14 (4455 words) Published: April 3, 2013
Table of contents
Executive summary2
1. Consumer behavior5
2. Perception5
2.1Definition of perception5
2.2 Elements of perception6
B.The absolute threshold6
C.Just noticeable difference to consumer behavior:6
D.Subliminal perception7
2.3 Factors influencing perception7
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 process9
2.Selecting information:10
3.Interpreting the information: after10
4.Retaining the information:11
2.5 Perception and marketing strategy11
Retail strategy:11
Brand name and logo development:11
Package design:11
3. Examples of using perception12

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 subconscious. After explaining the different elements of perception, I started to talk about what influence the perception, the factors can be: * Internal: these are related to the personality of people and can be their needs &motivations, self-conception, beliefs, past experience, current psychological state and expectations. * External: these are linked to the specification of the environment such as size, intensity, frequency, status and contrast. Now we know what is perception, its elements and what influence it; I started to explain the process of perception, which has different steps. The first step is selective exposure; means that the consumer is conscious and he selects the messages or advertisement that he expose himself to. The second one is selective attention: here is another step that only the consumer controls. Here the person after a selective exposure he starts to select which stimuli he going to consider and which one he will ignore. The third step is selective comprehension; every costumer has his own interpretation according to his personality, this is the information we can retain from this step. Finally, after all the previous steps and according to his personality, the consumer will choose which information he is going to retain and the others that he will forget, this is called selective retention. Know we will star to talk about the application of perception in marketing; here it is how perception is used in different marketing strategies, the first one is Retail strategy how perception is used by retail marketing specialist. The second is how they use it in brand name and logo development; here we can see how perception is important in the creation of a brand or in changing of logo. After that we will see how the perception is used in advertisement by explaining the objective of advertisement and how it can affect consumer perception. And to finish this part, we talk about the affectation of packages in perception, and how its affect...

References: Khan, M., 2004. Consumer Behaviour. 2nd éd. s.l.:s.n.
Lake, L. A., 2009. Consumer Behavior for Dummies. s.l.:s.n.
Lantos, G. P., 2011. Consumer Behavior in Action: Real-Life Applications for Marketing Managers. s.l.:The copy work shop.
Mothersbaugh, H., 2009. Consumer behaviour Building marketing strategy. 11th éd. s.l.:McGraw-Hill Irwin.
Philip Kotler, K. L. K., 2012. Markeing Management. 14th éd. s.l.:Pearson.
Schiffman, L. G., 2010. Consumer Behavior. New York: Pearson.
Wayne D. Hoyer, D. J. M., 2008. Consumer behaviour. 5th éd. s.l.:South Western.
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