The importance of the role of consumer perception in marketing management role
Perception can be defined as processing, selecting, recognising, interpreting and organizing our stimuli in order to help us understand the world around us. This creates an image in the consumers mind of the brand or product. Each of us as individuals interpret messages differently, in other words the way that we perceive certain messages, products or brands is due to the fact that we have different needs and expectations. How the market may see different products and brand is extremely important as the way marketers promote their products will have an impact on each consumer, this impact will effect the consumers decision of whether or not to purchase.
5 senses
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2012). It is clear that many retailers believe that the odor and smell can have a positive impact on customer behavior (Bone and Ellen, 1999). Smell is the most important sense for making purchase decision and brand loyalty of consumers (Harrop 2007). When consumers enter a shop, they are automatically drawn to the area of the store where there is a pleasant scent coming from. For eg; Major retailers ‘Lush’, individuals of the market even though they may not usually purchase from the store, feel more persuaded to go into the store and browse, which may lead to purchasing, more so than they would with aroma free stores. Marketers use this tactic of stimulating the smell sense of consumers in order to persuade them to purchase their products. The smell of a product may influence consumers decision on whether or not to purchase a product. For example a beauty product which looks appealing but may not smell appealing to the customer will effect their decision on buying …show more content…
In other words, he sees the picture only as he wishes to see, and not what the actual picture is" (Psychologogenie,2018) Our selectiveness comes from certain events we have experienced and people that we surround ourselves with help us develop a certain stimuli. Everyone's stimuli is different and different products and services appeal to different people due to variations in life experiences, events that have occurred and the people that surround us.
The concept of being selective is used within marketing globally. Marketers use this concept in order to help promote and enhance the popularity of the product or service that they offer. An example which helps us understand this concept may be, If the consumer has an extreme want or need for a particular product or service and they then begin to notice that the product is being advertised repeatedly throughout various marketing platforms, the consumer is becoming aware of these advertisements because their awareness and want is for this particular product or service. This is important for marketers as it is beneficial for them to know and understand what consumers pay attention to. There are many advertisements surrounding us every day, we ignore the majority of them but a few of them manage to capture our attention. Managers find it important to know what captures our attention
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
The company additionally makes the smells of bath soaps, deodorants, and floor wax. Schlosser reports, “The basic science behind the scent of shaving cream is the same as the that governing the flavor of you TV dinner, in that the aroma of food can be responsible for as much as 90% of its flavor,” (Schlosser 122). Schlosser reveals that in the mid-nineteenth century the processed food industry began expanding increasing the need for flavor additives. (Schlosser 123). The demand for color additives began to grow as well when it was learned that appearance can
We are all consumers, and we buy diverse products every day. But, do you know what the main factor is that influences us to choose a product? If someone selects a cloth, maybe he pays attention to its quality! Customers’ decisions can be changed depending on what the main factors they are looking at. Various influences can cause consumers to select different products.
From laundry detergent to perfume, room sprays to breath mints, everything now has a chemically produced scent to disguise the natural; modern culture has declared the embarrassment linked with body odor. On a night out or at a first date, men and women are both spritzing cologne and perfume and popping in chewing gum in an effort to smell pleasant and non-verbally communicate a message to the other. They are attempting to present themselves in a way they believe will appeal to the other and enhance the relationship. However, this very act proves that odors have the capability to affect our mood, perception, and
Perception is the ability to see, hear, or become aware of something through your senses. The biggest influence we encounter is our self-concept; the way we see or feel about ourselves
Recent research by Holland, Hendriks and Aarts (2005) has evaluated the effects of odor perception on behavior. According to Holland et al. (2005) associations may be formed between odors and other sensory information. In their research, they explored whether associations that are activated upon odor perception would shape behavior outside of the participant 's awareness. For the experiment, Holland and colleagues tested the hypothesis that exposure to a scent commonly found in all-purpose cleaners would influence a cleaning behavior from the individuals exposed to the scent (the prime).
The way that each individual interprets, retrieves, and responds to the information in the world that surrounds you is known as perception. It is a personal way of creating opinions about others and ourselves in everyday life and being able to recognize it under various conditions. Each person’s perceptions are used as a kind of filter that every piece of information has to pass through before it determines the effect that it has or will have on the person from the stimulus. It is convincing to believe that we create multiple perceptions about different situations and objects each day. Perceptions reflect our opinions in many ways. The quality of a person’s perceptions is very important and can affect the response that is given through different situations. Perception is often deceived as reality. “Through perception, people process information inputs into responses involving feelings and action.” (Schermerhorn, et al.; p. 3). Perception can be influenced by a person’s personality, values, or experiences which, in turn, can play little role in reality. People make sense of the world that they perceive because the visual system makes practical explanations of the information that the eyes pick up.
Conclusion Companies are better able to market their products to consumers if they have a good Understanding of the consumers and the basic purchase decision process. By understanding the consumer and the type of purchasing behavior associated with different products, marketers are more likely to create a marketing campaign that positively impacts the consumer’s purchasing decision.
Once segments of customers have been defined, marketers need to select and evaluate which segments will be worth targeting. Cui and Choudhury (2003) define market targeting as marketing a product to a segment of customers due to the magnetism, for example size or growth, of the group. Marketers are able to select segments using undifferentiated, differentiated and concentrated marketing. By ignoring segment differences ...
The review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior. The study prove that the significant factors on brand awareness as a perception of product, service, and image of the company and has a tremendous effect on consumers’ evaluation of system results. From reading all of the relevant journals, it is understandable that the significant factors on building a successful brand image and awareness is consumers and their relationship with the brand, company, service and the product. Brand awareness is the vital importance to marketing strategy and marketing communications because it links customer behavior to firms’ financial metric. Keller (2001), noted, customers’ reaction toward brand awareness is associated profitably brand equity.
Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
A brand identifies a seller’s product from a competitor’s product. There are three main purposes for branding product identification, which is the most important purpose, repeat sales, and new-product sales. Branding has a lot of terms that marketers use there is brand equity, global brand, and brand loyalty. Marketers also have different brand strategies that they use for different products or customers. It all depends on the consumer for them to decide which strategy they will use. The different strategies are generic products, manufacturer’s brands, private brands, individual brands, family brands, and co-branding. The branding purposes and the branding strategy make up the importance of branding.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.