Consumer Perception Of Consumer Behavior Essay - 1488 Words

Consumer Perception Consumer behaviours are constructed by their attitudes, and the attitude itself is the result of the consumers’ perception (Fishbein Ajzen, 1975). This construct is explored in the Theory of Reasoned Action, where Fishbein and Ajzen (1975) state this in regards to attitude-behaviour relationships. When it comes to greenwashing, research has found that this attitude-behaviour relationship could manipulate the perception of the consumer. The consumer perceptions when it comes to companies can be explained by: perceived deception, which is caused by an organization which misleadingly advertises its product as being ‘green’ (Newell et al., 1998); perceived scepticism, from consumers regarding an environmental claim which could then decrease any possible positive impact on consumer behaviour (Albayrak et al., 2011), and; perceived inconsistency, which is caused by a company’s inconsistency in relation to advertising claims about being green versus their actual behaviour (Gallicano, 2011). Consumer perceptions towards products can be explained using the concepts of: perceived distrust, which is an unwillingness to have confidence in a product, this can stem from an expectation resulting from a lack of credibility and/or environmental performance (Chen Chang, 2013); perceived risk, which is connected to possible consequences of a wrong decision (Peter Ryan, 1976), and; perceived confusion, which arises as a result of consumers failing to acquire accurateShow MoreRelatedConsumer Perception And Consumer Behavior1027 Words   |  5 PagesWhat is Consumer Perception? As consumers play an important role to businesses, businesses must always satisfy all consumer’s wants and needs. In order to do so, marketers conduct research to learn consumers’ impression and awareness on the companies and their opinions on the companies’ products and services. Consumer perception is defined as a process where consumers select and gather information then form opinions regarded products. Together with advertising, consumer perceptions strongly affectRead MoreThe Consumer Perception Of Consumer Behavior Essay1392 Words   |  6 PagesUnderstanding consumer behavior is crucial to businesses and organizations. Grasping the behavior of consumers creates a broader spectrum for marketers, and enables the use of more resources to be used to better market their brand and products to consumers. In our textbook, we discuss many topics that pertain to studying consumer behavior. While the textbook is very informative regarding certain topics, it does no t take a look at the many different types of consumers and how they behave around theRead MoreConsumer Perception And Consumer Behavior1173 Words   |  5 Pagesis Consumer Perception? Businesses must always strive to satisfy consumers’ wants and needs. In order to do so, marketers conduct research to learn consumers’ impression and awareness on the companies and their opinions on the companies’ products and services. Consumer perception is defined as a process where consumers select and gather information then form opinions regarding products. Together with advertising, consumer perceptions strongly affect consumer behaviors. The study of consumer judgmentRead MorePerceptions And Perceptions Of Consumer Behavior Essay1467 Words   |  6 PagesIn attitude-behaviour relationships, the Theory of Reasoned Action states that consumer behaviours are constructed by their attitudes, and the attitude itself is the result of the consumers’ perception (Fishbein Ajzen, 1975). With regards to greenwashing, research has found that this attitude-behaviour relationship could manipulate the perception of consumer (see table 2 for perceptions and expl anations), for instance, perceived deception (Newell et al., 1998), perceived scepticism (Albayrak etRead MoreImpact of Branding on Consumer Perception and Buying Behavior13385 Words   |  54 Pagesthis world of ever increasing competition and removal of barriers to trade due to the enforcement of the WTO (World Trade Organization), branding has become even more important. In a situation where a multitude of alternatives are available to the consumer at lower prices, the establishment of a strong brand name is extremely important. A strong brand can make all the difference between a successful brand and a failure. Branding is at the heart of marketing. The reason for this statement is thatRead MoreConsumer Behavior Analysis: Perception of Consumption Behaviors as Being Wrong759 Words   |  3 PagesConsumer Behavior Ethics Analysis: Perception of Consumption Behaviors As Being Wrong Introduction The ethics of consumer behavior are often contextual and must be evaluated from more than one perspective to be accurate. There are questionably ethical behaviors that consumers engage in that may be substantiated by a series or set of circumstances and also from their own rationalizations (Shiffman, Kanuk, 2010). The alarming levels of obesity in the United States and throughout westernized nationsRead MoreCUSTOMER PERCEPTION1177 Words   |  5 PagesCustomer perception is defined as the way that customers usually view or feel about certain services and products. It can also be related to customer satisfaction which is the expectation of the customer towards the products. In general psychological terms, perception is our ability to make some kind of sense of reality from the external sensory stimuli to which we are exposed. Several factors can influence our perception, causing it to change in certain ways. Consumer perception theory is anyRead MoreManaging Customer Perceptions of the Business Environment for Competitive Advantage1743 Words   |  7 Pagescustomer perceptions of the business environment for competitive advantage By: Toni Hilton, PhD Westminster Business School, UK and Warwick Jones, PhD University of the West of England, UK Journal of Customer Behavior, 2010, Vol. 9, No. 3, pp. 265-281 Article Summary Per Bendapudi and Berry, the environmental influences consumer behavior but does not influence consumers’ trust. Organizations have to research extent of how their marketing environment creates customers’ perceived behavior and alsoRead MoreSocietal Marketing : The Marketing Strategy1606 Words   |  7 Pagesminds of the consumers. This value represents the value that the consumers feel should be that of the brand based on their previous experience with the brand or the opinions that they gathered from the market about that particular brand. The societal marketing is built over time as consumers start to build expectations about the usage, durability and other attributes of the brand. It is also built through market opinion as consumers begin to learn about the brand from other consumers who have hadRead MoreThe Impact Of Price On Consumer Brand Loyalty And Perception1507 Words   |  7 PagesThe Impact of Price on Consumer Brand Loyalty and Perception Brand loyalty is the target of all marketers. It is the product of a psychological contract between the brand and the consumer (Helicon, 2016). Loyalty consists of positive attitudes and preferences for brands leading to their consistent repurchase. Brand loyalty is an avenue for companies to develop long-term relationships with customers. As the cost of advertising has dramatically increased in recent years, marketers are increasingly