Theory of Perception and Its Implications for Marketers

Executive Summary In the past, Australians have perceived potatoes as boring, time-consuming to cook, and high in carbohydrates. This negative perception resulted in a decreasing consumption and an inferior image of potatoes. Among other national and regional boards, Western Potatoes is now trying to change customers’ negative perception. This report examined Western Potatoes marketing campaign for the years 2008 and 2009. It was the aim of the report to evaluate, whether the undertaken actions of Western Potatoes were appropriate with respect to the existing theories and concepts of perception. In addition the report proposed possible recommendations for ameliorations. The first section reviewed the contemporary literature in order to†¦show more content†¦The last part of chapter three will then discuss these actions in the context of perception theory. The report will finalize with possible recommendations and a conclusion. 2. Theory of Perception 2.1 Definition of Perception Perception is the process of acquiring, interpreting, selecting and organizing sensory information (Spector 2006). The environment is constantly projecting stimuli and adds continuously new perceptions to our existing picture of the world. The input factors for perception are all stimuli that can be observed by any of the human’s senses (Schiffman et. al. 2008). This represents an almost infinite number of discrete sensations that people are exposed to every day. Examples are TV commercials, the smell of your friend’s perfume or the taste of food. Together with an individual’s past experiences, one or several stimuli will form a unique personal picture of the world. This is one reason why the same stimulus does not result in the same outcome for every person. 2.2 The Stages of Perception The following section will describe the three different stages of perception: Selection, organization and interpretation of stimuli. Perception: As mentioned in the previous section, the number of stimuli that people are exposed to is almost infinite. For this reason not all stimuli can be processed and therefore a selection of stimuli is necessary. Organization: This is theShow MoreRelatedThe Theory Of F. Herzberg Engine1687 Words   |  7 Pages- The theory of F. Herzberg engine Frederick Herzberg has developed theory of two-factor to distinguish the factors causing dissatisfaction (hygiene factors) and the factors that create satisfaction (motivators). This theory has two implications. First, the seller must restrain factors causing dissatisfaction, such as poor quality user manuals or services. These de-motivators do not help sell services/ products but they can make the products/services cannot be sell. Secondly,hospitality organizationsRead MoreEthics in International Environments Essays1348 Words   |  6 Pagesmarketing poses many dilemmas and this is because value judgments differ among different cultures. 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