Iscuss and critically analyse the perceptual factors that affect consumer decision making in 2010.
Discuss and critically analyse the perceptual factors that affect consumer decision making in 2010.
By critically examining the article by Field et al (2009) and other articles the student can demonstrate how consumers have complex perceptions that can influence how a consumer makes a decision. The student needs to consider the different groupings and environmental factors in 2010. The forming of attitudes and memory and learning will relate to this topic. The student must consider the different factors that apply in perception such as previous experience, approach and avoid behaviours with unpleasant messages, sensory perceptions, semiotics, delineationg and positioning of the product or brand and how these different perceptions are reflected in the in the purchasing process. Relevant theories include attitude theory and socialisation theories as well as social modelling. Means End Chain (MEC) (Tilllman Wagner, 2007) and its links to goal directed theory (Bagozzi et al 2003) are important as well as the theories of perception and memory/learning mentioned