Perceptual Process Essay

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Perception
Generally, perception is often described as the process by which the individuals selects, organizes and interprets several stimuli into a meaningful and coherent picture of the universe. (M, 2009) Businesses usually invest more in time and money to bring the sensation for their consumer under sensory stimuli including sights, sounds, smells, tastes and touch. There are three stages involved in perceptual process of individual when undergoes selection on products. The first stage will be exposure, which take place when our senses discover some external cue from several things an individual encounter with. (M, 2009) The next stage of perceptual process is attention. It is one of the most important stages that businesses usually concern about as it will affect whether the knowledge of the particular businesses will be delivered to consumer. The final process would be interpretation. In this stage, individuals will tend to analyze the products based on own interests, experiences, motives and reasoning.
Based on the company from article, Epiphone should focus on catching the senses of their consumers as it has great impact towards the business. Usually, first impression is important for individual that does not have contact or knowledge about the business at all. Epiphone should consider having unique and attractive design in musical instruments in order to catch people’s attention. As for the aspect under touch and sound, Epiphone could enhance their materials in manufacturing the musical instruments. Usually, consumers would have sensation feelings when they have the chance to hold and try the physical products. Advertising would be a suitable method to create exposure among the society. They could advertise their music...

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...sumers to feel the spirit of the celebrity is available through the brand of Epiphone. Furthermore, the company should consider target more on consumers of high level income. The status achieved by Epiphone will affect the self-esteem of the guitarist. For example, the self-esteem of an individual could become higher when he or she purchased an expensive guitar. This is because the user could turn into a center of attraction within his or her friends and get praised by owning the guitar.
In conclusion, Epiphone should consider the perception, learning and memory, motivation, personality and the self from consumer behavior aspects. These five aspects can help in preventing the company from the declining position that it experienced. It is crucial that proper analysis and approaches should be well planned in order to gain competitive advantage within the industry.

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