Consumer perceptions 5 pages literature review
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This study aims to analyse the elements which contribute most to defining the quality of a food product. Geographical provenance, age, propensity to read the label on products, scientific knowledge and self-assessment of knowledge on food safety-related issues emerged as the main differences between the two groups. The perception of quality appears to affect purchase decisions and dietary patterns. The description of the consumer groups who use the same elements to define quality provided a useful insight into consumer choices and potential risk-exposure behaviours. The study of these aspects is therefore relevant for designing effective and targeted communication actions, not only for companies but also for public institutions in charge of safeguarding public health. Keywords: Quality label, information needs, consumers' perception. JEL Classification: M31, L83. Show Get Full Access Gale offers a variety of resources for education, lifelong learning, and academic research. Log in through your library to get access to full content and features! Access through your library Copyright: COPYRIGHT 2019 International Strategic Management Association
67% found this document useful (3 votes) 10K views 10 pages Literature Review for consumer perception Original TitleLiterature Review for consumer perception Copyright© © All Rights Reserved Available FormatsDOCX, PDF, TXT or read online from Scribd Share this documentDid you find this document useful?67% found this document useful (3 votes) 10K views10 pages Literature Review For Consumer PerceptionLITERATURE REVIEW 1.Awng Di (june 2008) “This study compares consumers’ perceptions between retail stores: superstores and family-run stores in Bangkok. The superstores which were used to compare with family-run stores in this study are Big C, Carrefour and Tesco-Lotus. The study was quantitative research using survey questionnaires to collect data from 400 shoppers in Bangkok areas. Quantitative statistics were used to analyze data variables and test hypotheses. The results from this study found that the competition between superstores and family-run stores resulted in more benefits to customers. The customers were aware that many family-run stores closed down because of superstores, but they preferred free and fair competition. The results also found that the customers wanted the Thai government to impose restrictions on superstore expansion and support family-run stores, though they still agreed that superstores are essential for consumers and family-run stores are not well allocated for consumers in Bangkok. Consumers were satisfied more with marketing factors including product quality, product variety, and stable prices of superstores. They also preferred the store environment of superstores than with those of family-run stores. Consumers also thought that superstores benefited the economy and society than family- run stores.” 2. NISSAR MOHAMED.S (MAY 2012) “ The purchasing power of the consumer has also increased; giving rise to his wants and needs. It is over here that big retail chains such as Big Bazaar come into picture satisfying various consumer needs under one roof. From the survey conducted on the customers' perception towards the marketing mix of Big Bazaar the following can be concluded regarding the P's: The customers are highly satisfied with the variety and of products, but at the same time they are not very happy with the quality and availability of branded products. Big Bazaar has definitely succeeded in keeping up its image of a value for money store, as its price has been rated positively. The promotions are not hitting the target. Although Big Bazaar has been promoting their offers, most of the customers are introduced to these only at the store. Customers are delighted with the location of Big Bazaar as it is located in the most intensely populated area of Chennai. Big Bazaar has been successful in keeping up its promise of providing value for money goods, but today customers look beyond price, such as quality, employee behaviour, store atmosphere etc. Big Bazaar has scope for improvement in these yields. 3 . According to Kotler et al. (1999) , a person’s buying choices are influenced by four major psychological factors namely; motivation, perception, learning, beliefs and attitudes among other factors. He further adds that perception depends not only on the physical stimuli but also on the stimuli’s relation to the surrounding field and on conditions with the individual. Perception can be defined as the process of receiving organizing and assigning meaning to information or stimuli detected through human beings five senses. In other words it is an approximation of reality. The brain attempts to make sense out of the stimuli to which it is exposed the outcome of this process is assigning meaning to the stimuli sensed (Kotler,2000). It has further been said that the perception is the critical activity that links the individual consumers to groups, situations, and marketer influences (Hawkins et al, 1992).Kotler (2000) further alludes that people can emerge with different perceptions of the same object because of the pre-perceptual processes; selective attention, selective distortion and selective retention. According to Loudon et al. (1979), in selective attention, consumers tend to screen out some stimuli and notice some because people are exposed to tremendous amount of daily stimuli. What an individual chooses to notice depends on his/her situation in terms of the needs among others factors. On the other hand, Loudon et al. (1979) describe selective distortions as the tendency to twist information into personal meaning and interprets information in a way that will fit our preconceptions. He further describes selective retention as a process in which people forget much of what they learn but retain information that supports their attitudes and b eliefs. In today’s market place, perception becomes important because when consumers makes buying decisions, they evaluates the benefits perceived from particular products or services and compares them with the costs. The value a customer perceives when buying and using a product or a service go beyond usability. There is a set of emotional values as well, such as social status, exclusivity, friendliness and responsiveness or the degree to which personal expectations and preferences are satisfied. Similarly, the costs perceived by the consumer, normally comprise more than the actual price. They also include costs of usage, the lost opportunity to use another offering, and potential switching costsa. Hence the customer establishes an equation between perceived benefits and perceived costs of one product and compares this to similar equations of other products or services. Moreover, if the customers’ circumstances change, their needs and preferences often change too. In the external environment, the offerings of the competitors, with which a customer compares a product or a service, will change, thus altering perception. Research on the impact of market share as relates to the perceived quality of a product (Hellofs et al, 1999) shows that, depending on the nature of the product or service and the customers’ preferences; increasing market share can have positive or negative effects on how a customer perceives the product or service. Zeithaml et al. (1996) suggest that to find out customers’ feelings, on p roduct or service in research, one needs to incorporate several behavioural intention questions to identify signals that are potentially of higher validity and richer diagnostic value than the overall service quality or customer satisfaction variable. Since these questions are to find out potential future actions, they indicate changes in the demand and market trends. 4. M.Ramakrishnan (2010) The study aims to analyze the Consumer Perception towards Private Label Brands on Big Bazaar, Coimbatore. The objective of the study is to understand the possibility of success when retailers introduce private brands . The research is aimed to explore if buying choices are made based on brand loyalty and to analyze whether customers actively seek for new brands or strict to the old brands . From this study, one can come to the conclusion that private labels are able to position themselves significantly in the mind of customers and are gaining acceptance. Growth in What are the consumer perceptions?Customer perception is how customers feel about your product and brand. It's an opinion that they've formed through every interaction they've had with your company, both direct and indirect. What is customer perception according to authors?Customer perception is the opinions, feelings, and beliefs customers have about your brand. Here's how to build, improve, and influence it. By Stella Inabo, Contributing Writer. How do you research consumer perception?Measuring customer perceptions. Look into their attitudes and lifestyles. ... . Unravel emotional brand connections with brand data. ... . Fill in the gaps with custom surveys. ... . Monitor social media. ... . Read online reviews.. What is literature review PDF?A literature review is a compilation, classification, and evaluation of what other researchers have written on a particular topic. A literature review normally forms part of a research thesis but it can also stand alone as a self-contained review of writings on a subject. |
