Consumer Behaviour Of Perception Essay

2142 WordsMar 22, 20099 Pages
Why do people prefer Apple iPod to Creative Zen although Zen can provide a same quality of music and furthermore, it’s cheaper, easier to use and has much more functions? It is because no two people are identical and we tend to see something differently, based on our perception. Perception is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world (Schiffman and Kanuk, 2000). Selection is the stage that we select the stimuli to which we attend through our senses: sight, smell, sound, touch and taste. In organization stage, we mentally arrange the stimuli (information) or make sense out of the stimuli. The last stage, interpretation, is the stage we attach meaning to the stimuli based on our values, needs, beliefs, experiences, expectations. This essay will cover the sensory thresholds, the factors affecting perception, perception of price, quality and risk and the positioning and repositioning strategies of marketers. The ways people understand and receive all the stimuli around are truly based on what people expect to see and on their motives and interests. This sensation has a based or lowest level for people to experience it; it is when people can make a different between ‘something’ and ‘nothing’, which called the absolute threshold. There is also some condition that people can detect the minimal difference between two stimuli which is called differential threshold or just noticeable difference (j.n.d.) (Solomon et al. 2007). For example, when one coffee shop increases the price of its products while it reduces the quality of its products, the consumers will eventually notice the difference in taste. For marketers to overcome such a challenge, they need to understand the factors affecting perception. According to Robbins & Coulter (2007), factors affecting perception can be

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