Perception is unique to each person, and this makes perception a subjective process. People perceive things differently because of the perceptual mechanism that differs between people. As processes, both perceptual organization and interpretation are intertwined as both have to do with deriving sense and assigning meaning to the stimulus to which a person has been exposed.īecause the characteristics of each of the components, perceiver, stimulus, and situation, are different, the perceptual mechanism is impacted variedly. Perceptual interpretation involves extracting meaning out of the ‘whole picture’. Perceptual organization is a cognitive process, which is responsible for organizing the stimuli and the surrounding cues, to develop a ‘whole picture’, according to one’s physiological, sociocultural, and psychographic backgrounds, so as to give some meaning to it. Perceptual selection is the process by which people select a particular stimulus or a small portion of the stimuli to attend to, while screening out the rest. The perceptual mechanism depicts a complex and dynamic interplay of three processes, namely selection, organization, and interpretation. ![]() The perceptual process comprises three components, namely the perceiver, the target (stimulus), and the situation. ![]() The marketing stimuli could pertain to any and all of the elements of the marketing mix. The manner in which a consumer perceives the marketing stimuli (i.e., any or all of the elements of the marketing mix) has a bearing on his entire buying decision process, right from problem recognition or identification of a need to post-purchase behaviour, and affects his overall behaviour. In the context of marketing, it refers to the manner in which a consumer gives meaning to the marketing stimuli. The term ‘perception’ can be defined as the ability to derive meaning. Perception is the process through which an individual interprets his sensory impressions to give meaning to them. An individual uses the perceptual mechanism to select a stimulus from many in the environment, organizes them into a coherent picture, and interprets it to derive meaning out of it. ![]() The stimuli are inputs to any of our sensory receptors, be it vision, hearing, smell, taste, or touch. Difference between Perception and Sensation.Ĭonsumer Perception: Meaning, Definition, Nature, Characteristics, Process, Elements, Concepts, Factors, Mechanism and More… Consumer Perception – Meaning and Definitionĭerived from the word ‘perceive’, perception refers to the ability to give meaning to whatever stimuli are sensed by our sense organs. Nature and Characteristics of Consumer Perception 3. Meaning and Definition of Consumer Perception 2. The marketing stimuli may be anything related to the product and/or brand, and any of the elements of the marketing mix. Consumer perception is defined as a process by which consumers sense a marketing stimulus, and organize, interpret, and provide meaning to it.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |