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In this essay I am going to look at two separate but related individual determinants that influence a consumers buying habits As I will show it is imperative that the marketing manager understands these and other determinants so that he or she can target their product and create a positive image that will increase the success of their product In advertising marketers must highlight the best points of their products and attempt to show why their product is better than their competitors By doing this they will shape the consumers view of the product and the impact that it will have on their lives Even for low involvement products - products that have little personal importance Schiffman 1991 209 - marketers must in effect teach consumers that their product is superior In terms of this essay it can be seen that perception has two separate meanings and both are of importance to marketing managers Perception is the process by which an individual selects stimuli from his or her environment organizes sic information about those stimuli and interprets the information to form a coherent meaningful view of the world Wells and Prensky p257 So perception not only occurs when we register a stimulus by one of our five senses but it also relates to the view that that is developed as a result of the stimulus However a persons reaction to stimuli and the perceptions that they form as a result of a stimulus often depends on past experiences and the expectations that they have built up as a result Police witness reports are often conflicting as two people see the same incident in different ways In a similar way two people who see a McDonalds advert may react to it in very different ways but it is up to the marketing manager to try to appeal to as many of the target audience as possible If a person has had a good experience
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