Consumer Market And Consumer Behaviour

Satisfactory Essays
Consumer Market and Consumer
Behaviour
Perception – Selective Distortion

Perception


Meaning – Perception is a process by which a person select, organize and interpret the information. People can interpret different kinds of perception and this can be form in 3 types of perception ; Selective Attention, Selective
Distortion and Selective Retention.

Selective Distortion


The tendency for people to interpret most of the information to which they are already believe – means that marketers have to work hard to attract the costumer’s attention.



This shows that how people change message to match with themselves – concept or twist the message to match their perception of reality

Example of Selective Distortion
1.

For example, lets say that you like the Dettol product because it can kill the 99.99% germs, then you saw an advertisement of Lifebuoy product with the same function. But since you prefer more on the
Dettol product, maybe because of its fragrance, so you distort the information in the advertisement of Lifebuoy that did not match up with your preferences.

2.

Similarly, smokers who do not have a plan to stop smoking, he/she will distort the medical facts that say smoking will cause lung cancer and eventually die. They believe that even a non-smoker will get a lung cancer too and everyone will have the risks to have a lung cancer even they do not smoking.

Effect to Consumers


Selective distortion means the marketers must take a big effort and work hard to understand their target market and their preferences to what kind of product and the characteristic of the product itself.



If the marketers concern about their target market, this will increase their sales volume and will get a big achievement in their advertising and sales information.

Conclusion


People compare new information with the existing way they understand things. If new information do not match up with their store of knowledge, they will distort the information that do not

You May Also Find These Documents Helpful

  • Powerful Essays

    Content 1. Task 1 - Consumer Behaviour in the Consumer Electronics Market 1.1. Task 1a): Recommended Marketing Actions for Influencing Individual Consumer Behaviour……………………………………………………….2 1.2. Task 1b): Multimedia Strategy……………………………………….15 2. Task 2 - Individual Critical Reflection on Learning Outcomes………………16 3. Literature……………………………………………………………………...18 1. Task 1 - Consumer Behaviour in the Consumer Electronics Market 1.1. Task 1a): Recommended Marketing Actions for Influencing…

    • 4819 Words
    • 20 Pages
    Powerful Essays
  • Powerful Essays

    Consumer Behaviour

    • 2912 Words
    • 12 Pages

    INTRODUCTION Consumer behaviour study is based on consumer buying behaviour, with the consumer playing the three distinct roles of users, payer and buyer. Consumer behaviour is the study of when, why, how, and where people do or do not buy products. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics…

    • 2912 Words
    • 12 Pages
    Powerful Essays
  • Powerful Essays

    Consumer behaviour

    • 2570 Words
    • 9 Pages

    outlet in a coffeeshop along East Coast Road, opposite the current 112 Katong Mall in 2005. (Astons, 2009)It specializes in steak and has attracted the media interest and a group of loyal consumers for its tasty fare (steaks), reasonable pricing and good service. With good response and feedback from consumers, Aston Specialties shifted a few doors away and opened its very own shop-front to provide its customers with a better dining experience in a spacious and comfortable environment. Astons’…

    • 2570 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    Consumer Behaviour

    • 2628 Words
    • 14 Pages

    CONSUMER BEHAVIOUR MANAL KHOSLA A3906413412 C-50 ACKNOWLEDGMENTS My sincere thanks to Faculty Guide under whose able guidance and kind cooperation I was able to complete the project work titled "Consumer Behaviour” Also, I do thank my friends and family for helping me . Every effort has been made to enhance the quality of work. However, I owe the sole responsibility of the shortcoming, if any, in the study. ABSTRACT Consumer behaviour is the study of individuals, groups, or organizations…

    • 2628 Words
    • 14 Pages
    Powerful Essays
  • Good Essays

    Consumer Behaviour

    • 10240 Words
    • 41 Pages

    C H A PTE R CONSUMER BEHAVIOUR AND TARGET AUDIENCE DECISIONS 3 Chapter Objectives • To understand the consumer decision-making process and how it varies for different types of purchases. • To understand various internal psychological processes, their influence on consumer decision making, and implications for advertising and promotion. • To understand the similarities and differences of target market and target audience. • To understand the various options for making a target audience decision…

    • 10240 Words
    • 41 Pages
    Good Essays
  • Good Essays

    Consumer Behaviour

    • 1141 Words
    • 5 Pages

    CONSUMER BEHAVIOUR IN TOURISM The study of consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. The field of consumer behavior covers a lot of ground. According to Solomon (1996), consumer behavior is a study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. The marketer needs to understand…

    • 1141 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    Consumer Behaviour

    • 604 Words
    • 3 Pages

    Consumer Behaviour Survey and Survey Location • The survey was carried out at DMart, Borivali (West) by me in order to get an insight of the consumers mind while purchasing soap • This survey is based on and concluded on basis of an in-depth questioning of my 30 subjects on various issues like which brand you use, why you use I etc Introduction • In simple words, ‘Consumer Behaviour is the study of when, why, how, and where people do or do not buy a product • It…

    • 604 Words
    • 3 Pages
    Satisfactory Essays
  • Best Essays

    Consumer Behaviour

    • 3969 Words
    • 16 Pages

    external influences on consumer behaviour in Lacoste Student ID: 11464575 Student Name: Luan Truong NGUYEN MKT 510 Assignment 2 Lecturer: A. Bull JAN 27 2011 EXECUTIVE SUMMARY There are three main aims of this report. It aims to provide a better understanding about the impact of internal and external factors on consumer behaviour. In so doing, Lacose, which produces apparel, was chosen for this. At first, it will examine the segmentation and identify target market for the company…

    • 3969 Words
    • 16 Pages
    Best Essays
  • Powerful Essays

    Consumer Behaviour

    • 2635 Words
    • 11 Pages

    INTRODUCTION TO CONSUMER BEHAVIOUR Consumer behavior is affected by a host of variables ranging from personal, professional needs, attitudes and values, personality characteristics, social economic and cultural background, age, gender, professional status to social influences of various kinds exerted a family, friends, colleagues, and society as a whole. The combination of these factors help the consumer in decision making further Psychological factors that as individual consumer needs, motivations…

    • 2635 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    Consumer Behaviour

    • 3239 Words
    • 13 Pages

    Consumer Behaviour: CHAPTER 1 Consumer behaviour and marketing strategy: * market segmentation * positioning strategy * new market applications * global marketing * marketing mix * consumerism, ethics and non profit marketing Consumer behaviour is product person situation specific * product specific * person individual * situation Consumer behaviour * a discipline dealing with how and why consumers purchase (or don’t purchase) products and services…

    • 3239 Words
    • 13 Pages
    Powerful Essays