Customer Perception on advertising - Article Example

Section/# Perception and Consumer Actions Oftentimes studies and analysis into marketing find it difficult to categorize and analyze consumer preception. An underlying reason for this is that there is no tried and proven method for verifying the overall level of response that consumers will have to any particular product, good, or service experience. As such, a litany of different measurements and metrics have arisen as a means of effecting a useful level of inference on consumer perception and the way that it is formed. Accordingly, the following analysis will consider 4 articles and the way in which consumer perception/marketing approach was measured within them as a means of helping to paint a broader overall picture for the manner in which effective marketing and positive perception can be built in the mind of the consumer. By analyzing these and focusing upon different segments of markets and industries within the economy, it is the hope of this author that the reader will be able to gain a more powerful level of insight into the core approaches that brands and industries use as a means of engendering consumer loyalty and preference to their products/services. The first article which will be analyzed is titled, “The Effect of Consumer Perception of Store Attributes on Apparel Store Preferences” reveals the fact that four distinct variables with respect to store preference: type of clothing in stock, outside store appearance, shopping hours, and advertising. Interestingly, the overall level of impact that these attributes had on store preference varied more widely between stores than researchers at first expected (Paulins and Geistfeld 380). This leads the researcher to infer that different expectations could be a primary motivator that helps to further define and constrain these “secondary” perceptions. Oftentimes, when analysts seek to draw inference upon a specific topic, they already assume that what is being measured is necessarily the primarily important metric. Due to the fact that the reserachers of this particular article approached the issue aware of the fact that other motivations and impacts could have paved the way for the perceptions to be measured in a certain way, this research approach bears a great deal of strength in seeking to define the entire process of consumer perception. A secondary article that will be analyzed and discussed within this brief analysis is that of one entitled “Advertised versus unexpected next purchase coupons: consumer satisfaction, perceptions of value, and fairness”. Accordingly, the authors of this article draw attention to the fact that not all consumer incentives should be treated equally. Ultimately, as the article title implies, the research is concentric upon how consumers respond to immediate coupon incentives versus the way in which the respond towards next purchase coupon incentives (Chatterjee 61). The overall inference that this particular article is able to draw is unique in that it compares two very similar approaches; one of which has come to be represented more and more within the current advertising/marketing environment. Naturally, with the increased focus that retailers have placed upon the next shopping experience coupons, one would automatically assume that these invariably encourage the consumer to shop more; however, the research points to the fact that there is too broad a variance with respect to the results to state this definitively. The third article which will be examined in this brief analysis is entitled “The Impact of Price Perception on Customer Loyalty in the Airline Context”. As such, the researchers attempted to understand whether or not brand loyalty within the airline industry was strong enough to trump the power of price concern. Not surprisingly, even though brand identification was noted and customers did express some desire to experience flight with a particular carrier, the ultimate choice that was made was based purely upon the utility of finding the lowest price (Anuwichanont 43). Rather than using this research as a starting point for saying that brand loyalty accounts for nothing, a more relevent means of understanding may well be that the differential between air carriers so very low that customers truly do not have an overall preference with respect to who they fly with. The final article which will be analyzed with respect to advertising and consumer perception is entitled, “Customer Perception About Celebrity Endorsement in Television Advertising for Retail Brands”. As such, the analysis focuses on the growth of celebrity advertising since the early 2000s. Further, the purpose of the research was done due to the fact that even though the commensurate increase in celebrity advertising has been measured, there have been no studies which sought to correlate this to an actual positive impact with respect to celebrity perception (Varsha et al. 7). Not surprisingly, an across the board level of inference was not possible; however, it was determined that the perceptions which were the most important for the consumer were based upon those that related to proficiency, reliability, pleasantness, elegance, distinctiveness, approachability, and non controversial. In this way, the reader is presented with the understanding that even though celebrity endorsement has increased an order of magnitude over the past several years, the consumer response to them has not increased commensurately; instead, it has become defined based upon the perceptions that have thus far been elaborated upon. From the information that has been discussed, it is clear and apparent that even though perception and advertising have a clear and measurable impact, these cannot be said to be true across the board or categorically. Instead, depending on the sector, unique perceptions help to shape the way in which advertising affects people and promotes them to engage in further purchasing habits. Naturally, such a realization further encourages the researcher to seek to apply a greater level of study and inference to each market as understanding what motivates the buyers within such a market cannot simply be determined based upon what motivates buyers in other markets. By and large, the research that has been presented was painstakingly performed; however, the single greatest drawback is the fact that a more quantifiable level of inference was not presented in terms of consumer behavior and perceptional motivation; however, quantitative analysis is not always suited to the type of analysis that has herein been discussed. Works Cited Anuwichanont, Jirawat. “The Impact of Price Perception on Customer Loyalty in the Airline Context”. Suan Dusit Rajabhat University, Thailand 9.9 (2011): 37-49. AcadAemic Search Complete. Web. 23 May 2014. Chatterjee, Patrli. “Advertised versus unexpected next purchase coupons: consumer satisfaction, perceptions of value, and fairness”. Journal of Product and Brand Management. 1.1 (2011): 59-69. Academic Search Complete. Web. 23 May 2014. Paulins, Ann, Geistfeld, Loren. “The Effect of Consumer Perceptions of Store Attributes on Apparel Store Preference.” School of Human and Consumer Sciences, Ohio University 20.2 (2007): 371-385. Academic Search Complete. Web. 23 May 2014. Varsha Jain, Mari Sudha, and Aarzoo Daswani. “Customer Perception About Celebrity Endorsement in Television Advertising for Retail Brands”. Academic Search Complete. Web. 23 May 2014. Read More