Critically analyse the role of Perception in Consumer Behaviour Essay

Critically analyse the role of Perception in Consumer Behaviour - Essay Example This particular aspect can further be observed as a multidimensional concept which in itself is quite challenging to be defined and identified in the real life context being influenced by various other attributes such as cultural beliefs, social diversity and lifestyle needs (Desmond, 2003). The paper intends to discuss regarding the role of perception in consumer behaviour with particular focus on the UK based brands. Moreover, this paper also discusses regarding the exposure, attention, interpretation and sensation of consumers while making purchasing decisions towards different products and services. Perceptual Process In its simple meaning, perception can be associated with gathering of information through our senses i.e. through seeing, hearing and tasting among others. In other words, perception can be related with a process by which humans become familiar and aware of a particular event and interprets a stimulus. It can further be argued that not all the human beings are alike in all contexts. There are some dissimilarities persisting in the perceptions of humans that further distinguish an individual from another. Contextually, an individual’s perceptions regarding products and/or services can differ within a group in terms of features, prices, qualities and brand names among others. It has often been observed that among these large groups of individuals, different opinions can persist about a particular product and/or service which are offered by the marketers (Ziethaml, 1988). It has been further observed in this context that an individual frequently desires to obtain information regarding products and/or services through their five senses, i.e. smell, taste, touch or texture, sound and sight (Solomon, 2012). As these attributes are believed to be the fundamental aspects of defining customer perceptions, modern day marketers often tend to utilise these senses in order to identify the expectations of the potential customers and channelize their buying behaviour towards the determined goals (Arnould & et. al., 2005). It is in this context that contemporary organisations always attempt to ensure proper evaluation of consumers’ perceptions in order to effectively facilitate their target markets with appropriate offerings and deliver the products and/or services which are fit for the potential customers’ expectations (Creusen & Schoormans, 2005; Vigneron & Johnson, 1999). To be illustrated, Tesco PLC and British Airways are often characterised as two of the leading brands that have always considered and implemented various buying behaviour theories and concepts to recognise customers’ perceptions accurately, while introducing new products and services in its target markets. In terms of influencing consumer buying behaviour, British Airways implements unique promotional strategies which directly impacts upon attracting the potential consumers to adopt the company’s services in an efficient manner (Te sco PLC, 2013; British Airways, 2010). Sensory Stimuli According to Krishna (2011) â€Å"sensory marketing is an application of the understanding of sensation and perception to the field of marketing —

Administration experience and training experience Essay

Administration experience and training experience - Essay Example The National Institute for Training is known for conducting seminars and workshop for both public and private organizations in the Middle East. In fact, NIT has always been tapped by the government to give training workshops for public servants because of its excellent programs. NIT is a leader in providing management related training workshops whether for public administrators or private managers. In fact, NIT has been recognized by the United Nations as premier trainor for public administration. Change and Creativity Workshop - I took this training because I know how important it is to introduce change in an organization to better improve its services. Usually, managers are stuck with the same routines and procedures after being used to their daily responsibilities. It seems that there is no other better way to do some things which is why some problems do not get solved at all. What I envisioned from the NIT workshops was an opportunity to gain stronger understanding of the  diff erent ways to improve management skills by making effective decisions while using creativity. I took the training experience for this particular workshop because I am seeking for new approaches to initiating procedures, policies and system. It is in my fervent hope that my management skills would become better after thus workshop. Meetings and Time Management I took the meetings and time management training because I want to enhance my time management skills. Previously, I was burdened my many unimportant tasks because I tried to attend to everything as much as possible. Even insignificant phone calls were answered which preoccupied my time. Likewise, I conducted long meetings that can be already considered unproductive. For this reason, I knew I had to attend the training so I can increase my productivity as a manager by focusing on more important things. I saw myself becoming very effective in time management after attending the training. Problem Solving and Decision Making One of the major functions of managers is to solve problems that can hamper operational efficiency. Part of solving problems is effective decision making that can make a great impact on business processes. I took this training experience because there are many challenges confronting a manager today. Before the start of the training, I was looking forward to new principles about problem solving and decision-making. Also, I knew that there are new approaches to solving problems using different tools or mind maps that can be introduced in the seminar. Usually, managers like myself have been too traditional in approaching problem solving. This time, I wanted something out of the box that can aid me in coming up with more creative ways to solve problems. I also want to come up with decisions that have win-win solutions for all parties involved. Briefly, I want to change and this training experience can help me acquire new skills and knowledge to become an agent of change. Q2. A full descriptio n what you learned from this training experience, including underlying principles, concepts, and competencies. During the training, some of the principles and concepts were not actually new to me anymore. Nevertheless, I still learned many things from this training experience. Change and Creativity Workshop- It is very important for managers like myself to become more resourceful and innovative because of the various challenges posed by the highly-competitive business environment. Likewise, the changing forces of globalization place an extra challenge for organizations to cope with ; hence, managers like myself should move forward along with trends. The first module which was Change and Creativity Workshop aimed at making managers agents of change. Usually, people are