The process of perception is as follows:
- Exposure— Exposure happens when a stimulus arrives within the range of someone’s sensory receptor — sight, scent, or contact. Consumers may either tend to focus on certain information while being completely unaware of others, or they may even go out of their way to ignore those signals.
- Awareness–Attention refers to the degree to which the sensory task is devoted to a given stimuli. Remember, for example, the idea of having to sit through both fascinating and ‘less interesting’ lectures. This may vary depending on both the nature of the stimuli (i.e. the lecture itself) and the subject (i.e. the mental state at that time). Consumers often find themselves in a state of sensory overload where they are subjected to far more information than they can absorb. From a marketing point of view, we are often bombarded by marketing messages through commercial outlets, making rivalry an ever-increasing trend for our attention.
- Interpretation- Interpretation refers to the sense that is attributed to sensory stimuli.
Just as people differ in terms of the stimulus they experience, the interpretations that we attribute to these stimuli often vary. Two people can see or hear the same thing, but their perception of it can be as different as night and day, based on what they expected the stimulation to be. The significance that we attribute to a stimulus depends on the structure (i.e. the set of beliefs) to which we apply it. Identifying and evoking the correct schema is crucial to many marketing decisions, as it sets out the criteria that consumers will use to evaluate the product, package or message.
What’s Consumer Perception?
The ultimate goal of every company is to increase sales by understanding the factors that drive customer purchasing decisions. Consumer perception theory seeks to analyze and explain consumer behavior. The interpretation of the same product or service by different customers would be different. This is precisely what consumer preference analysis analyzes when finding out exactly what motivates or affects consumer behavior when purchasing or not buying a specific product.
Need for consumer Perception Theory
The consumer’s view of the product or service delivered may vary from what the manufacturer or marketer wanted to sell. This is neither beneficial nor favorable to both parties in today’s competitive environment. It is also likely to have a more serious effect in finding customer interest, as consumers today are more open to minute, complex and comprehensive information. This makes it very difficult for the offer to attract the full attention of the consumer, especially in situations where the perception of the consumer is not the same as that of the offer. Getting a second inning to make a better impact is all the more complicated.
Benefits of Consumer Perception
With competition increasing in the global economy making it difficult for products and services to differentiate themselves from other business offerings, production, distribution, procurement and access to information costs are also rising. Varied goods end up facing tough competition from market entrants from new sets or packages and replacements. As a result, prices are falling as most firms want to win over customers and close quality gaps.
Modern consumers are more of a mix. Being extremely price sensitive, new buyers are constantly searching for discounts and bargains. They are also constantly looking for branded and other luxury products. Being well-informed, they are even aware of and aware of their powers. This recognition is rising the aspirations of businesses. Together, all of these aspects make it more difficult to distinguish a product or service from conventional sorting by price, pricing and accessibility.
The only solution available to a corporation in such circumstances is to strengthen the bond between the product and customers. This is likely to give a better competitive edge, as this partnership is not limited to size, cost, etc. The better the relationship that the customer has with the business at different stages of engagement, such as performance and responsiveness and cycle speed, the greater the likelihood that he or she is likely to come back. A single investment problem is likely to damage the relationship indefinitely.
Companies should take steps to ensure that their consumers remain fully informed about the company’s different offerings and how the offerings are likely to improve the lives of consumers. Industries must ensure that they are able to convince customers of how their goods, when bought by buyers, will offer greater value than those of rivals. This amounts, in short, to increasing consumer perception in order to appreciate the finer aspects of the company’s offerings. But be careful not to overdo the same thing that could adversely affect the company.
The Role of Perception
Whenever a human being or other creature lacks their immediate surroundings, they can fall prey to hazards in their environment or fail to notice opportunities that could improve their quality of life. For this cause, we have more than one kind of perception: two essential mechanisms include reflex and reflection. Reflex triggers immediate reactions, while meditation allows us to develop strategies for future encounters.
Flinching from fire or running away from a snake avoids burns or poison bites. On the other side, after the movement, the reflection takes place, when the person looks closer to the snake. Realizing that the bark snakes don’t have a poison gives you the confidence to leave the snake where you find it, allowing the reptile to continue to control the vermin that causes harm. Similarly, when consumers see overgrown landscaping or run-down houses in need of a pressure washer and a new paint coat, or when the outdoor vending machines have been broken, some may be bold enough to accept them, but many more may agree that your company will cause them more hassle than it is worth.
Reflection involves an objective assessment and enough ingenuity to determine what message you want to send to your clients and what identity you want to convey to the area and the city as a whole. Your company should tell your current customers that you appreciate and trust them and that you pay attention to details. Without these messages, your default setting is, ‘I don’t care.’