What is perception Why does each consumer see a product differently How does this affect the consumer decision making process Perception is defined as the immediate or instinct recognition or appreciation According to this week s readings perception of unfairness is more likely to happen if the customer barely has any knowledge of the product On the other hand the more the seller educates the buyer of a product an equal exchange can happen Ultimately at the end if there is no perception there is no exchange happening Therefore marketers and advertisers must be concern with two customer perceptions The customer s perception of the product or service and the seller s perception of the customer s needs wants and objectives Arens Weigold Arens 2008 p 141 Consumers see product differently because each consumer s needs wants and objectives differ In addition depending on the consumer s involvement of interest in the product the knowledge research perception and actually purchasing the product will differ But the affects of the consumer decision making process are the same which consists of personal psychological and social Regardless of the how the consumer sees the product every consumer is concern if the product is what he or she personally wants or family needs Psychologically what motivates the consumer to determine he or she to make the decision to purchase what is the perception of the product to the consumer and others around knowledge and attitude about the product and ultimately does the product fit the consumer s lifestyle Last the consumer decision making process includes the social factors The consumer wants learning and motives are driven by family social class culture and reference groups Therefore the product must fulfill all three aspects of the consumer s personal psychological and social needs Reference Arens W F Weigold M F Arens C 2008 Contemporary Advertising 11th ed New York NY McGraw Hill