3.3 Consumer Perception Theory

3.3: CONSUMER PERCEPTION THEORY

Consumer perception is a notion that explains why consumer behaves a certain way and what consumers believes in, in different aspects of life. (Blank, 2015) Identifies consumer perception theory: self-perception, price perception and perception of a benefit to quality of life as three areas of Consumer perception theory.

(Hanna/Wozniak, 2013) Explains perception as a process of collecting and interpreting feelings to complete and an understandable concept. And further mentions that in the past research was only focused on evaluating responses through examining the five senses, while in the present drawing perception using smell, sight, taste, smell and touch is not enough. Although they still believe that senses

For consumers these benefits could be convenience, health or safety or any category that elevates the experience they are looking for as that specific product category. So when companies understand what benefits the consumers are looking for, they could leverage of their capabilities and focus on communicating these benefits and hopefully creating great benefit perceptions in the target consumer’s

and Pina, J. M, 2009) there is limited information for consumers about products and service qualities or elements which creates an uncertainty and increases perceived risk. And they further say that perceived risk for a product is reduced in consumers, if the consumers already have a positive perception about another product with the same brand name.

(Montaner, T. and Pina, J. M, 2009) Mentions that consumers have limited information on products, and with this limited information, consumers are then drawn into believing what companies claim on their products attributes. But there is also an element of transferring perceived quality by consumers into new products based on their previous experiences.

(Alamro, Q and Rowley, J., 2011) Have assessed that umbrella branding can be utilized to overcome the issue of limited information on new product developments that the organisations launches. (Martínez, 2004) Suggests that only companies or organisations with high quality products can effectively implement umbrella branding to transfer the quality to new products launched by them. To ensure that limited information issues are overcome by the company and quality perceptions are transferred properly, the brand in question must already enjoy a positive