Consumer Behaviour
3BM090 Consumer Behavior
Assignment 1: Perception
Student Number: 129095855
Student Name: Lee Xiao Xiang
Module Leader: Keith Brighty
Table of Content Page 1. Introduction 3 2. Perception 3 3. The positioning map 4 4. Sensory systems 5 5.1. Vision 5 5.2. Sound 7 5.3. Touch 8 5.4. Smell 9 5.5. Taste 10 5. Sensory Thresholds 11 6.6. Absolute Thresholds 11 6.7. Differential Thresholds 12 6. Subliminal Perception 12 7. Perception Selection 13 8.8. Exposure 13 8.9. Attention 13 8. Interpretation 14 9.10. Figure-ground 15 9. Symbols 15 10. Conclusion 16 Bibliography 17
1. Introduction
In this modern advanced business era, we are able to receive information from different ways. There are many things that can influence how consumers receive information. According to Armstrong and Kotler (2009), marketing is to attract new customers, keep and grow the current customers, manage customer relationship and satisfy customer needs. Again, Armstrong and Kotler (2009) define the marketing as the company create value for customers and build up the customer relationship. It is about needs and wants from customers. Understand consumer behavior is about development of marketing strategies especially in pricing, product design, segmentation, positioning and promotion (Solomon et al, 2009).
After all, the purpose of marketing is to influence the perception of customers. The aim of the report is to discuss how the perception influences the consumer buying behavior.
2. Perception
Perception is assembling information through by senses: see, hear, touch, taste, and smell. However, different people see things and ideas from different viewpoint and different opinions, so they have different perception in the words (Himansu, 2009). Besides that, there are many different stimuli but only a small portion can really reach our attention.
Assignment 1: Perception
Student Number: 129095855
Student Name: Lee Xiao Xiang
Module Leader: Keith Brighty
Table of Content Page 1. Introduction 3 2. Perception 3 3. The positioning map 4 4. Sensory systems 5 5.1. Vision 5 5.2. Sound 7 5.3. Touch 8 5.4. Smell 9 5.5. Taste 10 5. Sensory Thresholds 11 6.6. Absolute Thresholds 11 6.7. Differential Thresholds 12 6. Subliminal Perception 12 7. Perception Selection 13 8.8. Exposure 13 8.9. Attention 13 8. Interpretation 14 9.10. Figure-ground 15 9. Symbols 15 10. Conclusion 16 Bibliography 17
1. Introduction
In this modern advanced business era, we are able to receive information from different ways. There are many things that can influence how consumers receive information. According to Armstrong and Kotler (2009), marketing is to attract new customers, keep and grow the current customers, manage customer relationship and satisfy customer needs. Again, Armstrong and Kotler (2009) define the marketing as the company create value for customers and build up the customer relationship. It is about needs and wants from customers. Understand consumer behavior is about development of marketing strategies especially in pricing, product design, segmentation, positioning and promotion (Solomon et al, 2009).
After all, the purpose of marketing is to influence the perception of customers. The aim of the report is to discuss how the perception influences the consumer buying behavior.
2. Perception
Perception is assembling information through by senses: see, hear, touch, taste, and smell. However, different people see things and ideas from different viewpoint and different opinions, so they have different perception in the words (Himansu, 2009). Besides that, there are many different stimuli but only a small portion can really reach our attention.
Bibliography: Figure 1: An overview of the perception process Source: Solomon et al, 2006 Source: Hausman, 2010 Figure 2offer a perceptual map for the car industry 4. Sensory Systems According to Science Daily (2012), sensory system is part of nervous system responsible for process sensory information and is parts of the brain involved in sensory perception