Consumer Behaviour Essay Example
Selective Perception, Perceived Quality and Perceived Risk in Relation to Two Premium Male Colognes
Student Names: Leslie Munir Osman Tamara Mostagousul Haque
Unit Code: MKW2402
Tutor’s Name: Ms. Ghazala Khan
Lecturer’s Name: Ms. Ghazala Khan
Date of Submission: 09.04.2008
Word Count: 1009
Contents Page number
Table of Contents 1
Abstract 2
1.1 Introduction 3
1.2 Selective Perception 3
1.3 Perceived Quality 4
1.4 Perceived Risk 5
1.5 Conclusion 6
References 7
Appendix I- Picture of Christian Dior Fahrenheit 9
Appendix II- Advertisement of Christian Dior Fahrenheit 10
Appendix III- Advertisement of Hugo Boss 11
Abstract
This essay reviews the implications of selective perception, perceived quality and perceived risk on two premium brands of male cologne. The two brands chosen were Fahrenheit by Christian Dior and Boss by Hugo Boss. Consumers often unintentionally use selective perception to sift through stimuli and concentrate on stimuli that meet their needs, desires, interests. Each brand of cologne is perceived differently because of the varying nature of the ‘stimuli’ itself, experiences and motives. Next, perceived quality of the colognes is examined, which depends on both intrinsic and extrinsic cues. The perceived risks of each cologne are similar since they are both high end products albeit differences in fragrances and needs of designated consumers. It is concluded that each brand of cologne is perceived differently because of the enunciated raison d'être and carry implications for marketers in marketing each brand.
1.1 Introduction
Perception is termed as the “process by which an individual receives, selects and interprets stimuli (unit of output to the senses) to form a meaningful and coherent picture of the world”
Student Names: Leslie Munir Osman Tamara Mostagousul Haque
Unit Code: MKW2402
Tutor’s Name: Ms. Ghazala Khan
Lecturer’s Name: Ms. Ghazala Khan
Date of Submission: 09.04.2008
Word Count: 1009
Contents Page number
Table of Contents 1
Abstract 2
1.1 Introduction 3
1.2 Selective Perception 3
1.3 Perceived Quality 4
1.4 Perceived Risk 5
1.5 Conclusion 6
References 7
Appendix I- Picture of Christian Dior Fahrenheit 9
Appendix II- Advertisement of Christian Dior Fahrenheit 10
Appendix III- Advertisement of Hugo Boss 11
Abstract
This essay reviews the implications of selective perception, perceived quality and perceived risk on two premium brands of male cologne. The two brands chosen were Fahrenheit by Christian Dior and Boss by Hugo Boss. Consumers often unintentionally use selective perception to sift through stimuli and concentrate on stimuli that meet their needs, desires, interests. Each brand of cologne is perceived differently because of the varying nature of the ‘stimuli’ itself, experiences and motives. Next, perceived quality of the colognes is examined, which depends on both intrinsic and extrinsic cues. The perceived risks of each cologne are similar since they are both high end products albeit differences in fragrances and needs of designated consumers. It is concluded that each brand of cologne is perceived differently because of the enunciated raison d'être and carry implications for marketers in marketing each brand.
1.1 Introduction
Perception is termed as the “process by which an individual receives, selects and interprets stimuli (unit of output to the senses) to form a meaningful and coherent picture of the world”