Perception

Abstract

Consumer perception contains valuable insights for marketers; consumers decide to buy a product judging quality and performance of a product by product's sensory cues like shape, smell, or taste. Perception, on the other side, is rather a subjective process (i.e., people receive same stimuli, but their meaning can be different). Some of the consumers love certain brands while others hate them is an example of perception subjectivity. This chapter discusses perception process, elements, and characteristics.