- Consumer perception
Length: 3,000 words
Task
There are many factors such as religion, culture, social class, values, gender age, etc. that can influence the behaviour of consumers. While the link between these stimulus and consumer behaviour is important and should be well understood, what is even more important is how consumers perceive, process, interpret and store the stimuli.
Task: Research and discuss “the role of consumer perception in consumer behaviour” including
1. what perception is
2. how consumers perceive
3. how the concept of "status consumption", including what "status consumption is", relates to "consumer perception"
4. how can consumer perception, "status consumption" in particular, be utilised by marketers in your firm or the firm you intend to work for in order to influence consumers’ decision to purchase their product/service. You may discuss this question by relating to other relevant internal and/or external influences (i.e., social influence, emotion,...).
Provide at least three conceptual/theoretical evidences and relevant examples (of your firm) to support your discussion of each question (1-4).
Hints:
- As this is an academic writing, it is essential that your work is strongly underpinned by solid research, demonstrated understanding and application of consumer behaviour concepts.
- As a guide, use around 500 words each to answer task 1 and task 2, 1,000 words for task 3 and 1,000-1,500 words for task 4 . Remember that you should define concepts before any detailed discussion of them.
