Consumer Behaviour Essay

1800 Words May 11th, 2012 8 Pages
Selective Perception, Perceived Quality and Perceived Risk in Relation to Two Premium Male Colognes

Student Names: Leslie Munir Osman Tamara Mostagousul Haque
Unit Code: MKW2402
Tutor’s Name: Ms. Ghazala Khan
Lecturer’s Name: Ms. Ghazala Khan
Date of Submission: 09.04.2008
Word Count: 1009

Contents Page number
Table of Contents 1
Abstract 2
1.1 Introduction 3
1.2 Selective Perception 3
1.3 Perceived Quality 4
1.4 Perceived Risk 5
1.5 Conclusion 6
References 7
Appendix I- Picture of Christian Dior Fahrenheit 9
Appendix II- Advertisement of Christian Dior Fahrenheit 10
Appendix III- Advertisement
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Uncomplicated advertisements and repetition of a key brand attribute can induce consumers to purchase either of these colognes.

1.3 Perceived Quality
Perceived quality is defined as the consumers’ judgment about an entity’s (service’s) overall excellence or superiority (Snoj, Korda & Mumel, 2004). Consumers can make judgements on the quality of these two colognes based on intrinsic as well as extrinsic signs. The intrinsic cues of each cologne would be the fragrance of each. This is imperative of each cologne as a particular product scent must confirm the product performance and has a determining factor in the overall satisfaction enjoyed by the consumer when using the product (Milotic, n/a). Boss’s fragrance of aromatic spices and masculine tobacco, and Fahrenheit’s original, unique floral scent would have to satiate the expectations of the consumers of each of these colognes. The perceived quality would be also be determined by the brand names of each cologne, since both of them are reputable brands, as well as the price. These would be the extrinsic cues of perception of the colognes. Besides, excitement and sophistication are most strongly associated with perceived quality. In addition to the traditional use of price signals and brand name, brand personality is an important cue that marketers can use to signal the brand’s perceived quality to the consumer (Ramaseshan & Tsao, 2007).

1.4 Perceived Risk
Perceived risk concerns the

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