Critically analyse the role of Perception in Consumer Behaviour Essay

Critically analyse the role of Perception in Consumer Behaviour - Essay Example This particular aspect can further be observed as a multidimensional concept which in itself is quite challenging to be defined and identified in the real life context being influenced by various other attributes such as cultural beliefs, social diversity and lifestyle needs (Desmond, 2003). The paper intends to discuss regarding the role of perception in consumer behaviour with particular focus on the UK based brands. Moreover, this paper also discusses regarding the exposure, attention, interpretation and sensation of consumers while making purchasing decisions towards different products and services. Perceptual Process In its simple meaning, perception can be associated with gathering of information through our senses i.e. through seeing, hearing and tasting among others. In other words, perception can be related with a process by which humans become familiar and aware of a particular event and interprets a stimulus. It can further be argued that not all the human beings are alike in all contexts. There are some dissimilarities persisting in the perceptions of humans that further distinguish an individual from another. Contextually, an individual’s perceptions regarding products and/or services can differ within a group in terms of features, prices, qualities and brand names among others. It has often been observed that among these large groups of individuals, different opinions can persist about a particular product and/or service which are offered by the marketers (Ziethaml, 1988). It has been further observed in this context that an individual frequently desires to obtain information regarding products and/or services through their five senses, i.e. smell, taste, touch or texture, sound and sight (Solomon, 2012). As these attributes are believed to be the fundamental aspects of defining customer perceptions, modern day marketers often tend to utilise these senses in order to identify the expectations of the potential customers and channelize their buying behaviour towards the determined goals (Arnould & et. al., 2005). It is in this context that contemporary organisations always attempt to ensure proper evaluation of consumers’ perceptions in order to effectively facilitate their target markets with appropriate offerings and deliver the products and/or services which are fit for the potential customers’ expectations (Creusen & Schoormans, 2005; Vigneron & Johnson, 1999). To be illustrated, Tesco PLC and British Airways are often characterised as two of the leading brands that have always considered and implemented various buying behaviour theories and concepts to recognise customers’ perceptions accurately, while introducing new products and services in its target markets. In terms of influencing consumer buying behaviour, British Airways implements unique promotional strategies which directly impacts upon attracting the potential consumers to adopt the company’s services in an efficient manner (Te sco PLC, 2013; British Airways, 2010). Sensory Stimuli According to Krishna (2011) â€Å"sensory marketing is an application of the understanding of sensation and perception to the field of marketing —