Theory of Perception and Its Implications for Marketers
Executive Summary
In the past, Australians have perceived potatoes as boring, time-consuming to cook, and high in carbohydrates. This negative perception resulted in a decreasing consumption and an inferior image of potatoes. Among other national and regional boards, Western Potatoes is now trying to change customers’ negative perception. This report examined Western Potatoes marketing campaign for the years 2008 and 2009. It was the aim of the report to evaluate, whether the undertaken actions of Western Potatoes were appropriate with respect to the existing theories and concepts of perception. In addition the report proposed possible recommendations for ameliorations.
The first section reviewed the contemporary literature in order to build a base for the further analysis. This research revealed some valuable findings for marketers: Perception has a crucial impact on the image a consumer attributes to a brand or product. Customer’s perception can be influenced by personal, situational and stimulus factors. Image is the long lasting perception of a brand and influences consumers’ buying decision. A positive image results in economic benefits. The link between perception and image is the positioning. There are five major positioning strategies through which marketers can change consumers’ perception of a brand and thus alter the image of a product or brand.
In the next section, the strategic marketing plan was examined. Western Potatoes tries to change the perception of potatoes by providing information and education to customers, retailers and school kids. The basic means of communication are self-produced brochures (Feel Good Magazine), ads, education material and POS activities.
The report found that the strategic plan by Western Potatoes is appropriate and is not lacking any important activities. In terms of perception theories and concepts, many of the planned activities are suitable and reasonable. To make the activities more interesting and as a result more
In the past, Australians have perceived potatoes as boring, time-consuming to cook, and high in carbohydrates. This negative perception resulted in a decreasing consumption and an inferior image of potatoes. Among other national and regional boards, Western Potatoes is now trying to change customers’ negative perception. This report examined Western Potatoes marketing campaign for the years 2008 and 2009. It was the aim of the report to evaluate, whether the undertaken actions of Western Potatoes were appropriate with respect to the existing theories and concepts of perception. In addition the report proposed possible recommendations for ameliorations.
The first section reviewed the contemporary literature in order to build a base for the further analysis. This research revealed some valuable findings for marketers: Perception has a crucial impact on the image a consumer attributes to a brand or product. Customer’s perception can be influenced by personal, situational and stimulus factors. Image is the long lasting perception of a brand and influences consumers’ buying decision. A positive image results in economic benefits. The link between perception and image is the positioning. There are five major positioning strategies through which marketers can change consumers’ perception of a brand and thus alter the image of a product or brand.
In the next section, the strategic marketing plan was examined. Western Potatoes tries to change the perception of potatoes by providing information and education to customers, retailers and school kids. The basic means of communication are self-produced brochures (Feel Good Magazine), ads, education material and POS activities.
The report found that the strategic plan by Western Potatoes is appropriate and is not lacking any important activities. In terms of perception theories and concepts, many of the planned activities are suitable and reasonable. To make the activities more interesting and as a result more
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