The behaviour of the customers is dynamic in nature as these changes with the passing time with the change in fashion and technology. The changes in the preferences of the customers make a colossal change in the profits of the organisation. Perception of the consumer's effects their busing behaviour as this makes them to take their decision on the basis on the things they perceived, and data collected. The following report will be explaining the different practices of marketing that make the organisation to sustain in the market. The role of perception in the marketing process will be explained in the report. The report is based on the different methods adopted by the H & M for marketing their products and services. H & M is a multinational retail company that deals in the clothing of men, women and children. Social media and television have been used by the organisation for the promotions of its products and services. This is used for the generation of profits and meeting the competition in the market. The role of perception in the marketing process will be elaborated in the following report.
Perception differs from one person to another, the ability to hear, see or become vigilant for the future circumstance through senses. The perception of a person makes him to take the decision on behalf of the thoughts and ideas that he perceives. The decisions can be in favour of the organisation or against the same. This helps in judging the situation in future that makes it to take a decision on behalf of it. It can be defined as the process of phycology that is dynamic in nature which is responsible for organising, attending and interpreting the sensory data. The perception of an individual affects the decision-making process of an individual as this makes them to take the decisions as per their sense that they take from touch, smell, sound and speech (Chumg, et. al., 2016).
The process of perception follows the following steps-
This is the first and vital stage in the process of perception that makes the collection of information from different sources. The collected information is received by the people through their sense organs.
After the collection of the information, it is selected as information is collected randomly that is from different sources. The collection information is selected on the basis of the needs and requirements so that it can be used for meeting the future requirements. The selection is affected by the two types of factors that are external and internal (Wood, et. al., 2016).
Perception is influenced by external factors like size, movement, novelty and familiarity.
Internal factors include experience, acceptance, interest, requirements and background affects the selection process of the people.
The organisation of data is essential as this helps in making the sense of the data collected in it. This also helps the organisation to fulfil the needs accordingly. The data is collected and bifurcated on the basis of similarity, continuity and proximity (Coccia, 2015). This help in the easy delivery of products and services as per the needs of the customers.
Finally, the step that took place is interpretation, the stage at which the data is interpreted and used in the organisation. The data collected and sensed is converted into useful data that is required by the organisation so that it could help in giving the bets to the customers.
The perception process is used in the organisation that helps in giving the best products and services to the customers so that it could earn high profits. The perception of the customers is quite essential of the organisation as these changes or affects the buying behaviour of the customers. The buying behaviour of the customers affects sales of the organisation as the customers prefer those products and services that are of their choice and selection (Kitchin, 2017).
Perception plays an effective and significant role in the growth of the organisation as this makes them to develop the standards for eth organisation. This makes the organisation to give a number of ideas in the organisation that makes them to develop the strategies that are used for the generation of profits in the organisation. Perception is different for each and everyone, this makes them to give assumptions and ideas on the basis of present scenario that helps the organisation to earn a high amount of profits. this also helps in evaluating the nature of consumers that is quite dynamic in nature and helps in producing products and services that are required by the consumers (Pereira, et. al., 2017).
A number of marketing strategies can be developed with the help of perception as this gives information about the requirements of the customers. This makes the organisation like H&M to have production of such products and services that are demanded by the customers. The dynamic changes in fashion and technology make the organisation to adopt those strategies that are beneficial for them so that they can have a stake in the market and meet the competition in the market. People have a different perception for the product and services the company products with their senses, this makes the organisation to make the modification in the products and services as per the needs (Elsmore, 2017).
The perception of the consumers makes the marketers in the H&M to analyse the marketing tactics that influence them the most. This makes the organisation to adopt the campaigns that will help in making the customers influenced and attracted towards the products and services. This is made to be adopted in the organisation for changing the opinions of the people and making the customers to avail the products (Moustaghfir, et. al., 2016). The perception and point of view of people make the organisation to adopt the different methods for the purpose of marketing. Marketing is a process that influences of changes the opinion of the people. This makes people get attracted to the services that are offered by the organisation. The perception of the people changes with the different marketing strategies adopted by the organisation. The perception of the customers is developed or influenced by the advertisement campaigns that has been embraced in the organisation.
The use of market campaigns changes the buying behaviour of the people and make the organisation to have changes in their products. The preference of the customers has been kept in the priority by the organisation as this makes it to earn a high amount of profits. This is also required to meet the competition in the market with high profits and revenue in the market. The perception also helps the organisation to meet the goals and objectives of the H & M. These are set as per the needs of the company so that organisation goals with personal goals can be achieved. The classification of perception also changes the role of the employees in the organisation as this makes the organisation to assign the tasks accordingly.
Social media has been used at a vast range by the people and organisations for promoting the products and services in the market. This has been considered as the best way of communication in the market by the organisations. social media helps in influencing the customers and making them aware of the quality that the organisation provides to them. This also makes the organisation to assess the perception or opinion of the people by assessing and evaluating their preferences. Social media is the best way for communication purpose in the organisation as well as the best advertisement tool that makes them to attract the majority of customers (Jones, et. al., 2015).
In today world, most of the purchase is made online by getting influenced by advertisement. This makes the organisation to adopt the source of advertisement like social media for the promotion of its products. This has become the part of consumers in their daily life that makes them to avail the products and services by getting infatuated from the same. The social media has a colossal impact on the thinking mentality of the people and their behaviour towards the products and services gets changed. H & M uses the social media for creating and changing the perception of people as this makes the consumers to know about the quality of products and services that are provided by the organisation (Kapoor, et. al., 2018).
The communication with the use of social media also gets improved as this helps in knowing the requirement of the customers by directly communicating with them. This makes the company to assess the needs of the people so that it would produce those products and services that provide gratification to them. This makes the organisation to evaluate the issues that arise with the consumers regarding their changes and preferences as per the changes in fashion and technology. This makes H & M to adopt several approaches for making the consumers satisfied by making their demands and wishes fulfilled. The audio and visual depiction of the products and services makes the consumers get attracted to the services the organisation provides to them. This also helps in estimating the perception or values of the customers that are different from one another. The production of the goods and services is made with the perception of the customers and the purchasing power of the customers depends on the same (Kearney, et. al., 2015).
The change in the behaviour of the customers makes the organisation to deal with various consequences that make it suffer from huge loss. This makes it deal with marketing tactics for extracting the data related to customers preferences and opinions. The organisation needs to provide the specification of its products and services for the consumers on various sources of social media so that it can make the customers to have their perception by seeing and hearing about it (Alalwan, et. al., 2017). This changes the preferences of the customers for the products and increases the productivity of the organisation. This also affects the goodwill of the organisation and its growth in the market. The marketing through social media provides gratification to the customers as well as help in earning profits in the organisation. The use of Facebook, Instagram, Email, Blogs and online sites help in attracting the customers (Felix, et. al., 2017). The views of the customers show their perception regarding the products and services that make the organisation to have justified a modification in it. This will make it work as per the perception of the customers and make it to earn profits.
Television is the best source for the marketing of the products and services in the market. It acts as the direct source of communication to the customers as this makes the customers to know about the specification of products easily. This has been used by the marketers in the organisation so that they can improve their revenue and make the customers get attracted to the products and services. The most used sources have been declared by the organisations for the purpose of marketing and advertisement is television. This makes them to reach to the customers on a wide scale as this has been the significant source of information for the customers. This also provided a high level of knowledge to the marketer regarding the perception of the customer so that they can make the production according to desires and needs (Bursztyn and Cantoni, 2016).
The needs of the customers and the things that attract the customers the most are used by the marketer so that it can make them get influenced by the products. Television has been used by H & M for the advertisement so that it can make the customers influenced by the visual and audio media. The specification of the product is made known to the customer via advertisement so that they make the perception and judgement on behalf of it. This makes the organisation to reach to its potential customers and it acts as door to door activity for the H & M. The changes in the mind or perception of the people make the organisation to have changes in the products and services as the main motive of the organisation is to provide satisfaction to them (Joo, et. al., 2016). This also acts as a communication channel for the organisation as it makes it to communicate the quality of the products and services offered by them. This also helps in making the customers to know about the benefits that are related to the purchase of the products and services. The behaviour of the consumers depends on the marketing strategies of the organisation as this effect their preference and makes them confused for their purchase for specific product and services.
Social media and television are used by every organisation nowadays for the promotion of its products and services in the market. This is made for the generation of profits and attracting the number of customers. This also helps in knowing and assessing the needs of the customers so that it can earn a high amount of profits that are required by the organisation. This also acts as the best communication channel for the organisations as this makes them to communicate their ideas and vision to the customers directly. The innovation in technology has brought pivotal change in the growth and survival of the organisation. This also gave birth to the competition in the market that made a huge change in the preferences and choice of the customers. The perception of the consumer's effects their purchase power that directly affects the profitability of the organisation. This makes it to provide those products that are expected by the customers so that effective growth could take place (Liaukonyte, et. al., 2015).
The use of social media and television made the marketers to use the different strategies in the organisation so that it could influence the customers and beat the competition in the market. This also makes the allocation of a task to the employees as per their skills because the objectives and aims are clear for the organisation and make them to guide the employees to fulfil the same. This makes the organisation to know about the views of the customers regarding the products and services. This makes the organisation to reach a wide area for getting the best results and having a large number of customers. This creates a huge impact on the products and services that are provided to the customers. Marketers evaluate the requirement of the market as well as customers so that it can make the production of such products and services that are required in the market and can be afforded by the customers.
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