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Tanima Dutta, Lovely Professional University Unit 5: Consumer Perception

Unit 5: Consumer Perception Notes

CONTENTS
Objectives

Introduction
5.1 Elements and Dynamics of Perception
5.1.1 Sensation (Exposure to Stimuli)

5.1.2 Attention
5.1.3 Perceptual Selection
5.1.4 Adaptation

5.1.5 Perceptual Vigilance and Defence
5.1.6 Interpretation of Stimuli

5.2 Consumer Imagery
5.2.1 Price Perceptions
5.2.2 Perceived Product and Service Quality

5.3 Perceived Risk
5.4 Summary

5.5 Keywords
5.6 Self Assessment
5.7 Review Questions

5.8 Further Readings

Objectives

After studying this unit, you will be able to:
State the elements of perception
Discuss dynamics of perception
Realise consumer imagery
State the concept perceived risk

Introduction

You will now learn a very important aspect that influences consumer's behaviour - individual
perceptions. Reality to an individual is that individual's perception is a personal phenomenon,
on the basis of which the individual acts or reacts and not on the basis of objective reality. For
this reason, marketers are particularly interested in consumers' perceptions than their knowledge
of objective reality. Simply put, perception is "how we see the world around us."

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