Factors affecting on perception.

Perception is a factor that largely determines the purchase of the particular product - it creates the image of the article in the eyes of customer, if she/he decides to trust a brand or not, whether is satisfied or not. Perception means seeing things from our own point of view, using sensory.

Factors,attracting our attention during watching advertisement are as following :

1. Size - big items are easier to notice for our eyes and pay attention to them

2. Contrast - comparison of two products is likely to highlight advantages or disadvantages of one of them and influence its better perception. Look at this funny ad ;)

http://www.youtube.com/watch?v=muH-zcOYnFc&feature=related


3.Repetition- the more often a product is shown, the more likely it will be remebered.


4. Movement - Lively M&M's ;D

http://www.youtube.com/watch?v=OrHcSoWtsy8&feature=related


5. Colours of packaging of the product - create an imagination about product, for example pink bottle is strongly regarded as a packaging of and article kind for women, while black for instance deodorant is rather perceived as a cosmetic for men. These dependencies are used in promotional campaigns.




























And...:D http://www.youtube.com/watch?v=_2Hv1IhUh_8&feature=response_watch


6.Shape of packaging of the product - can distinguish the product from the competition, give it a unique character and make the customer will want to buy it to feel more unique itself, for example pefumes or bath oils.

Decision Making Process

To buy or not to buy,that is a question...;) That is a choice. That is decision making process;) Which obviously is different everytime and usually is not easy,when you think you have to spend your money...We have to be sure for what we pay, so marketers are trying to learn about us,customers,as much as possible and create a product according to our needs, as something essential, in other words,convince us to purchase. ( http://www.wxyc.org/blog/2007/05/lost-and-found-sound.html )




How many times have you been standing in front of window shop,feeling that you just have to buy that particluar thing, located behind the window? And what is more,do you know what is going on with you in that moment,from the standpoint of science? Common customer is unaware steps,which he or she undertakes during shopping,so as a result some of purchase decision are satysfying and some are not, some are rapid and some long - term.



Kotler's buyer decision process



(http://www.fao.org/docrep/004/w3240e/W3240E05.htm )


Decisions of purchase are often affected by factors like a price, value, brand, available sources, amount of time etc. Especially if we want to buy a gift for someone important for us or for special ocassion, for example friend's birthday.

5 steps :

1. Problem recognition - we have to set what do we really want to buy for her/him. Dress?CD?Flowers?

2.Information search - find place when the product is available, how much does it cost etc.

3.Evaluation of alternatives - need of choice qualities of the product - colour, shape, size etc.

4.Purchase decision - it is perfect gift! I will take it;)!

5.Postpurchase behaviour - all feelings and emotions after purchase ( in this case depends on if our friend was glad or not when she/he received the gift ).



When we get use to buying one brand it is usually hard to decide to try another, because we trust our favourite one. Although perception of the risk is an individual matter, everyone sees it differently. This process describes the Harvard perceived risk model. Tendency to risk varies, according to for example age - adults are less willing to experiment with brands than young people.
If the young man wants to buy a car,he usually wants to have the fast, brand new one, with lots of gadgets, while forty-year father of family would choose safe and functional car for his wife and kids.


Components describing importance and risk of purchase decision are as following:

• Finance
• Time
• Performance
• Ego-my feelings in connection with product
• Physical-does it affect my health
• Social-other opinions of society
  

Marketers also use perceptual mapping to illustrate customer perception. It is a graphic method of presentation customer perceptions about products.

( http://www.learnmarketing.net/perceptualmaps.htm )

P E R C E P T I O N. . .

An apple. Have you ever reflected on it,that when looking at the apple you and your friend see two different apples? In the picture,beside,I can see red, round fresh fruit, and what about you?

Giving another example - if someone told children to draw a tree, I guarantee the pictures would not be the same, although they would appear the same topic.

That is just because of one magic word - perception. Perception, which involves our five senses(smell, taste,sight,hearing,touch) into communication with the world. But someone can ask,what it is exactly?? So...

Perception is a process by which people translate sensory impressions into a coherent and unified view of the world around them. Though necessarily based on incomplete and unverified(or unreliable ) information, perception is "the reality"and guides human behaviour in general. (Businness Dictionary,2009).

Or...

Immediate or intuitive recognition or apprecitation, as of moral, psychological, or aesthetic qualities; insight;intuition; discernment (Dictionary,2009).

This process can illustrate that picture... http://blogs.warwick.ac.uk/images/svalev/2006/05/19/perception.jpg

It is only one word, but has a great meaning,especially for marketers...:) And someone can ask again why it has such meaning? Because by advertisement they might influence our senses and persuade us to buy a particular product, just a little trick,which enables make millions;)

Do You want to learn more??Check the links below ;)

http://www.sciencedaily.com/releases/2009/10/091021172659.htm

http://images.google.com/imgres?imgurl=http://www.sapdesignguild.org/resources/optical_illusions/images/motion_sm.jpg&imgrefurl=http://www.sapdesignguild.org/resources/optical_illusions/motion.html&usg=__2slVVXuqvX-hO4enJ-VgXnz2pvk=&h=420&w=560&sz=144&hl=pl&start=12&sig2=z0S-9L2Dnngl9So61keFgQ&um=1&tbnid=Y3uXc_lBbF5gFM:&tbnh=100&tbnw=133&prev=/images%3Fq%3Dperception%26hl%3Dpl%26rlz%3D1I7ADFA_pl%26sa%3DN%26um%3D1&ei=bPjgSuvRCND_4Ab99IT_Dg

The beggining.

Week 1.

3,2,1...Go! Understanding the customer has begun;) And on the beggining, I would like to say,my dear,future customer,that it is all about that,what do You have in Your head;) What do you need, what do you think,what do you want to get...And do not worry,I am going to find it out;)

By the way, we all are customers,so is not it wonderful, that there are people in the world,who care so much about our needs;)?

On the first lecture we had a perception experiment.That was amazing. Ruth had showed us two book covers and tried to guess what kind of books they might be. One was red,with some urban view,so we thought that could be criminal story,and second was grey with woman's leg,sticking out from an expensive car and we decided that may be book about strong,independent woman. Finally, it turned out, they were covers of the same book! I was totally surprised. I have never thought before, that cover of a book has such meaning and often is one of factors, encouraging customer to buy one. After this exercise something crossed my mind - people are as different as book covers, although some of them could tell us the same story and may need the same thing...:P

P.s. I have never had any blog before and one thing I do not like in publishing my thoughts in the internet - everyone can read them...:P