Consumer Perceptions

"Perception is the process of sensing, selecting and interpreting consumer stimuli in the external world" (Wilkie 1994)

In layman's terms perception is the opinions an individual makes on someone or something based on the use of their 5 senses; Sight, Smell, Hearing, Touch, Taste. These perceptions are massively important when attempting to market the right product to the right people. For example, you wouldn't attempt to sell La Senza underwear with an advert using an acid house track to "set the scene"!

We all make our own judgements on things and everybody has different opinions but by using the 5 senses to your advantage you can conjure the right image in someone's head and influence a consumer's final purchasing decision.

From today's experiment involving colour charts it was pretty clear that the colour that goes on your living room wall is not something that most blokes will take the slightest bit of interest in! So Dulux as a company market their colour charts to a female audience, even by using tarty colour names to play on their emotions.

By understanding the buyer decision process we can manipulate consumer's thoughts and influence their final decision to our own advantage!