The document discusses the perception process and its role in consumer behavior. It describes perception as the method by which individuals select and interpret environmental data to create their understanding of the world through their senses. The perception process involves four stages: sensation, where the senses are exposed to stimuli; attention, when mental processing is given to certain stimuli; interpretation, when meaning is assigned to the sensory input; and retention, when information is stored in memory. Marketers aim to guide consumers through these stages to build awareness, understanding and memory of their products and brands.

1. The Perception Process
The Perceptionz Process

2. What method do we use to select and interpret
data, to create our reality from our
environment.
• That method is the perception process. It is an
individual act in which we encode environmental
messages, add meanings and create pictorial images
in our mind, of the world around us; and respond by
using our stimuli senses.

3.  Data selection is
the first stage of the
perception process.
This stage is more
of an awareness
process.
 It consists five of
our senses:
Sight
Smell
HearingFeeling
Taste

4. Role of Perception in Consumer
Behaviour
• Perception establishes the meaning about a
product or brand when a consumer makes
initial contact. In marketing, this is described
as consumer information processing. At this
stage all of the senses are engaged in
receiving brand marketing communicate
messages. In marketing literature, four
distinct stages of perception occur during
consumer information processing: sensation,
attention, interpretation and retention.

5. Sensation
• Sensation describes what occurs when a
person's senses are initially exposed to the
external stimulus of a product or brand
marketing. The sensory receptors of a
consumer are engaged by product or brand
indication through sight, sound, smell, taste
and texture.

6. Attention
• In consumer information
processing, attention occurs when a person
gives mental processing capacity to the
external stimulus from a product or brand.
Selective perception is when a consumer pays
attention to messages that are consistent
with her attitudes, beliefs and needs. When a
product is inconsistent with these factors, the
consumer will withdraw attention

7. Interpretation
• Interpretation occurs when a person assigns a
meaning to the sensory stimulus from a
product or brand marketing. Comprehension
is supported by expectations and familiarity. A
consumer scans his memory to regain
previous experiences with the brand or a
similar brand

8. • What do you see in
the center of this
image?

9. For some people this
image may be
represented as a side
view of a dogs face.
Or it may be just a
mountain.
 Not everyone will
organize their data in
the same order.

10. Can you spot the face fixed
in this mountain ?

11. Retention
• The conclusion of the consumer perception
process is the retention stage. This is marked
by the storage of product or brand
information in short-term and long-term
memory. The marketer's goal is to provide
positive stimuli in the proceeding stages that
translate into consumers storing the
information about the product or brand into
long-term memory.

12. Head of a Man

13. Horse Head