1. The document defines consumer perception as the process by which individuals interpret sensory impressions to give them meaning. 2. It distinguishes between sensation, which is the immediate response of sense organs to stimuli, and perception, which is a more complex process involving selecting, organizing, and interpreting sensory inputs. 3. The nature of perception is explained as a complex, intellectual process that is subjective since people's backgrounds and experiences impact how they perceive and interpret the same stimuli differently.