Perception refers to the
activity of sensing, interpreting and appreciating both physical and social
world and reacting appropriately to them. It is the knowledge of the stimulus
(external world). Perception is regarded as sensation plus meaning. In other words,
perception is the identification of sensation. The motivated person act is
always influenced by his or her perception of the situation. Perception varies
in every individual even if they are expected to the same reality. Advertising,
social media, public relations, personal experience and other channels are the
factors that affect consumer's actual behavior.
People can emerge with
different perception of the same object because of three perceptual processes.
They are:
Selective attention:
Selective attention involves marketers to work hard so as to attract customer's
notice. It focuses on specific stimulus rather than other. It is not possible
to give attention to all the brand and advertisement everyday by the people
which are available in the market. So, a marketer promotes their products with
this selective attention processwhere a customer choose a specific ads or
brands which could influence or which is related as per the demand and need or
they anticipate or whose difference are large in relation to other.
Selective distortion:
Selective distortion is the tendency to interpret information in a way that
will fit our pre conceptions or it is an individual's changing of information
when it is inconsistent with the previous brand or product beliefs. To be
consistent with prior brand and product beliefs consumers will distort
information. Selective distortion influence customer to think so it plays an
important role in marketing. Even if there is a change in a product the loyal
customers of the product will take that product in the same way as in the past.
But if the brand name is changed then the people reaction to that brand will be
different, this is the case of selective distortion.
Selective Retention:
Selective retention is a third perceptual process which occurs when people fail
to register much information to which they are exposed in memory but will tend
to retain information that supports their attitudes and beliefs. People will
remember only the good and positive thing about a product or which are related
only to the daily life from among large number of the product available in the
market.
Reference:
Keller, Philip Kotler and
Kevin Lane. (2006). Marketing Management (12 ed.). New Jersey:
Prentice Hall.
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