MKT

Answer Sometime the reality of buying a specific product may be quite different from our perceptions of the product concerned. As we know, perception is a process, an individual will use his perceptual process from the presence of many environmental stimuli to select and organize into a suitable image, and the images also can reasonable explanation.The main physiological perceptual and cognitive factors including vision, scent, sound, touch, taste and so on. These all will affect the consumer decision either buy or no buy. So it is very important for us to understand it. Consumers in the choice of products and brands, according to some clues are generally required to form an overall impression of the quality of products. When the characteristics of the product itself can indicate the intrinsic quality of the product to a large extent, the consumer may mainly base on internal cues rather than external cues to judge and evaluate the quality of the product. For example , consumers can purchase the Samsung mobile phones will be able to touch hands with seeing and generally make judgments on the quality of good and bad , consumers usually make a purchase choice based on phone features . When the phone features indicate the role of product quality is relatively small, and the lack of consumer confidence when buying, consumers may rely more on the phone's external clues, form perception of product quality. The reason why consumers in many cases based on the level of external cues to evaluate the quality, in addition to the inherent product does not have much of a clue sometimes indicative of, the other two very important reason is that the limitations of their own knowledge of the existence of the risk with the purchase and consumers insufficient information. Since consumer spending knowledge in this area is very limited, with these products, the risk of service is relatively high, so the time of purchase, had to resort to reputation, price, service personnel