Developing a Marketing Strategy

Introducing Perception:

What is Perception?

For today's lecture, we learnt about what perception is. The aim of the lecture was to have an understanding of the process of perception and how it works. According to my understanding of what I have learnt in the lecture I believe perception is a process of attaining awareness or understanding of sensory information. In order to understand the process of perception it is important to know the information of the inputs and outputs beforehand.

Perception has been described by many people in various ways, for example a definition of perception was stated by Wilkie 1994 quoting "Perception is the process of sensing, selecting and interpreting consumer stimuli in the external world".

Example of Perception: Paint exercise

We carried out a paint exercise, which helped us understand what perception is. This exercise was based on different prospectives and views from each group memeber in order to select names for different colours. Each group was given a task sheet which has a specific age group, the aim of my group was to find different names for colours as the colour names had to be selected for a paint company, in order for the customers to get attracted to the name and purchase the product.

The age group my team was given was wealthy retired people. The group members decided to select catchy and attractive names for the colours, which were eye-catching for the customers. Therefore we selected names such as:

• Light Blue: Ice
• Green: Mint
• Mixture of Orange and Yellow: Sunset
• Turquoise: Deep Ocean
  

By selecting names for these colours, the group had to engage their thinking of how retired adults would think and what they would enjoy doing, for example what colours they tend to wear and what sort of activities they do. The team members decided to set a theme for the colour names which was natural outdoors, the reason for this is becuase we believed that many retired adults tend to spend time gardening and going on holidays. Therefore, by selecting a theme made it easier for the team to come up with names.

Example of Perception:

Both the images below represent perception in two different ways:

Perception can be interpretated in many forms. The reason for this is becuase there are many forms of perception for example perception can be percieved visually as well as auditory. A example of a video is given below:

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This video shows the different ways of the 'wordplay'.

Overall, today's lecture activities helped towards ubderstanding the perception and how perception can be represented through auditory or visually.