The Importance Of Consumer Perception

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Perception has an extraordinary impact on consumer behavior. The way a consumer perceives a company or brand can determine whether or not they decide to make a purchase. According to our text, in the context of consumer behavior, perception is “the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch” (Hoyer, Pieters, & MacInnis, 2013). Through sensory marketing, companies aim to positively influence the perception of their consumers. Each sensory receptor has unique and considerable effects on a consumer’s decision to buy. Perception through the sensory input of vision is one of the most important. Visual aids can be crucial to the success of an advertisement. Companies compete to make the most …show more content…
Though it can be a little difficult for certain products, others have the advantage of targeting consumers through the smell sensory in order to encourage more acquisitions. Specific examples include baked goods such as cakes and cookies, air fresheners, perfumes, as well as laundry detergents and softeners. “Pleasant scents can enhance evaluations of products and stores and increase variety-seeking behavior” (Krishna, 2011). In fact, pleasing smells can convince a consumer to purchase things that they may not have …show more content…
By strategically appealing to each of the senses, marketers can have a significant influence on the purchases of consumers. When it comes to visual perception, marketers should focus on creating attention-grabbing products. They can do this by using creative designs and appropriate coloring. Color is so important when it comes to the visual perception that marketers go as far as “color forecasters” in order to keep up with trends that are in demand (Hoyer, Pieters, & MacInnis, 2013). In terms of the smell sensory receptor, marketers should take necessary measures to ensure that their product is up to par. Scent can be a “deal breaker” for various products. On several occasions, I have placed perfumes, candles, lotions, etc. (from brands that I like) back onto the shelf simply because of the

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