Perception could be argued is a persons prerogative, a persons outlook. what really makes them them. There are various models to suggest the process to which we embark on decision making. Contradictory however valid these models do they allow room for anomalies. A persons prerogative to act different to the usual?

The silver surfers have embarked on a new way of thinking in comparison to previous generations they surf the net, appreciate designer wear and enjoy fun packed holidays. essentially they love to keep busy and as many people would see their age as a hindrance they embrace it to the fullest!

We were asked too draw a "word picture" which best described the over 50's. The task was challenging because other age ranges are a lot more restricted e.g 15-19, 20-25. we were asked to work with a wide range but through observation from people we know and soft stereotyping, it was easy to establish that Waitrose and M&S were most loved by the over 50's through customer loyalty and the fact that a disposable income is increasingly likely once you are old enough to dip into those rainy day savings. On our word picture we found ourselves using words such as countryside, Tea and biscuits and grandchildren. we had to establish the link between what the over 50's enjoying their daily lives and their consumer behaviour.

Philip Kotler paved a new way of thinking in the 1960's a refreshing suggestion that a product was much more than just that but everything else that comes with it, anything that can be offered to a consumer to fulfill a need or desire. He embarked on the understanding of the individual rather than JUST the market. During the weeks lecture we have been discussing the effect of consumer behaviour and the business market.

The model suggests that when purchasing a product we do it in subconscious phases:

1. Recognising the need for that product...Is it really necessary?, am i wasting money?

2. Searching for information on the product...Where can i get it?

3. Evaluation of alternatives...Is there a cheaper option?, Do they have another colour?

4. Purchase decision...Am i going to purchase it?,

5. Post purchase behaviour...I'm ecstatic with my product!!, I've wasted time and money :(

When purchasing say a new blouse the model suggests we first determine that we NEED a new blouse, then you determine WHERE the best place to purchase it will be, then once you have found the blouse you want you may look for other options - Colours/Brands. Then time to determine whether you actually REALLY want it. Resulting in you leaving the store a happy satisfied customer or disappointed with your purchase.

Each stage shows the decisions we must encounter each time we purchase a product consequently like mentioned earlier does it leave space for the impulse buyer and the compulsive shopper?

Another theory that was developed at Harvard business school in the 60's was "The Perceived Risk Model" and was then enhanced by Laurent & Kapferer (1985). They argue that a consumers behaviour is acted on a basis of, Finance, Time, Performance, Ego, Physical and Social (FTPEPS). each an important attribute to consumer behaviour and the process undertaken when purchasing a product. it also suggests that each of us have a fear of risk when buying a product, however this does vary from person to person.

When a young first time buyer of a car say - a 21 year old male - sets out to acquire such a purchase Laurent & Kapferer suggest that each of the FTPEPS play a role in the decision process. FINANCE will play a big part in a 21 year olds decision in buying a car as younger people generally tend to have a reduced disposable income than older generations. The TIME he spends on this i believe will vary on whether they are an impulse buyer or have researched what they want. The PERFORMANCE will also have to be reliable when considering a car which conjoins with their EGO, how good they feel with their purchase and how good the purchase makes them feel. Which can also depend on the PHYSICAL appearance of the car, and their SOCIAL factors and values. How it will appeal to their friends, and if the car has a "cool" factor. I feel as though this model works two ways: the way it which the buyer goes through the process to ultimately project a good perception and how viewers of the car will see him perceived.

We then began to link ties between the association of a certain brand with a defined image or colour. Cigarette brands tend to do this due to health restrictions in what they can show. for example :

We associate the purple silk with the cigarette brand Silk Cut Purple, this is a good use of customer loyalty dut to the product not having to illustrate the name of the brand.

Perceptual maps allow us to categorise products on their performance and price, its a great way for companies to try and establish where there brand lies with competitors and how consumers perceive their brands and others. on the perceptual map above it clearly illustrates a visual that Cadburys roses and Ferrero Rocher are higher market chocolates and there fore cost more than the competing lower priced products and Mars and Twix.

For more information on how to do these follow the link...http://www.youtube.com/watch?v=wphoXc0qANE

...Perception...

WHAT DO YOU SEE!!

There are no rules in perception, what I view as being wrong another may view in an oppositional way but to dictate who is right or wrong is almost impossible as every individual views different things in different ways. It’s like spotting clouds, trying to familiarise them with shapes. In business applying this to practice can be quite tricky. When appealing to a certain audience their will always be individuals who perceive your product different to others. Although with stereotypes there is no smoke without fire we have to understand that each person is an individual.


We were given a pallet of different colours and asked to produce names for each colour whilst trying to appeal to a target audience. In this instance my groups target audience was the "silver surfers" (the over 50's). We had to incorporate our knowledge we gained through spending time with older family members and the perception we gain of other over 50's around us. Whilst discussing the various names for the colours we received we found that through naming colours relating to things they like and enjoy doing would relate to them best. Taking walks through scenic green areas and their love of pets also came into play whilst defining the perfect word to describe our colours.

We named this colour "parlour pink" as our perception of older ladies suggested that they enjoyed going to the parlour or saloon as part of their social routine. It also has a suggestive powder scent which not only appeals to the visual sense but also our sense of smell!! Adverts do this quite a lot especially in food and hair adverts. We also associate certain colours and patterns with things we have become familiar with through social and cultural context. M&S do this well through adding a sensual layer on top! The steam that rises from the food also gives an aromatic feel. Click this link to see exactly what I mean...

http://www.youtube.com/watch?v=ekpBrywvRpo

http://www.youtube.com/watch?v=s9ht1Xldj1s

Talk about a revelation!!

At the moment I'm studying management in marketing and public relations and Buckinghamshire New Uni and it entails alot more thank expected, whilst actually sounding more exciting that i had first assumed. for the first time i've studies business at a academic level rather than i and a group of friends debating on how much money we can raise for a night out. although overwhelming at first i think I'm gonna enjoy it.

This morning in my first "understanding the customer" lecture we done an activity to which my group jotted down several details of themselves in whatever contact that liked using images different fonts and tags etc. anyway it way basically to determine how we read each other and how everyone perception of others. despite the obvious such as nationality and religion baiting out certain people it as strange how the way in which we decide to write and display things can determine people perception of us. or how our favourite colour and country can basically justify how calm a person is lol.

we also analysed two book covers which were completly contrasted in practically every way. the connotations of the colours the diverse use of imaes on both books and et although almost every indivisual had a different interpertation they were actually the same book. and again it was very interesting to see that through certain aspects of differnt things we can determine our own conclussion wether right or wrong, also how evry aspect of our charecter is also reasoning for the coices we make the people we asociate with and WHAT WE PURCHASE!!

its this thing about first impressions and how without thinking about it you determine what a person is like without having really got to know them, and i was actually quite shocked with myself how sterotype can actually help the way you judge people. didnt think i would hear myself saying that! but if you can use stereotype whiilst realising that everyones an indivisuial you should be just fine.