An introduction to consumer perception

History of marketing thought In the s and 50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. At the end of the s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods. From the s, marketing began to shift is reliance away from economics and towards other disciplines, notably the behavioural sciences, including sociology, anthropology and clinical psychology.

An introduction to consumer perception

Conclusion The benefits of a single national law The benefits of a national approach to consumer law have been apparent for some decades. Indeed, there was a largely successful attempt to implement consistent consumer laws in the s through a template legislation scheme based on Part V of the Trade Practices Act The net result is that businesses and consumers are not able to fully understand their rights and obligations under the law, which leads to costs — in terms of time, money and reduced confidence in markets.

These developments are understandable — governments face pressures to address specific concerns every day and the answer is often to do something. However, the consequences of such unilateral action by individual jurisdictions — for both businesses and consumers — are not always fully appreciated.

These principles are not remarkable in themselves, and reflect An introduction to consumer perception sorts of issues that all policymakers — at all levels of government — consider.

What these considerations do make clear, however, is that, to the extent that there is a balance, it is not between competing sectoral interests, but between the degree to which a policy decision does or does not enhance the wellbeing of Australians.

In considering consumer policy, this approach is reflected in the national consumer policy objective: Consumer policy and the Australian Consumer Law I now want to turn to some of the specifics of the Australian Consumer Law and the reform process we are now engaged in.

In Australia we have — as the Productivity Commission found — a largely effective regime of consumer laws. They increase costs for consumers by making them pay for the inefficiencies that they impose on businesses. They also reduce consumer confidence in making choices, asserting their rights and seeking redress when things go wrong.

Through their complexity, these laws have a negative effect on competition, innovation and efficiency in the economy. In considering the move to a single law, it is worth considering the complexity that it will start to replace.

Based on a count of substantive consumer provisions, the Australian Consumer Law will replace at least sections in these Acts, not including many of the ancillary enforcement and other provisions that support them. As an economist, and one that has only recently moved into this area of policy, I am often stunned by the ability of lawyers and legislation to introduce complexity in to what appear to be readily straightforward ideas.

Every jurisdiction also has a wide range of sector-specific consumer protection laws, designed to address the needs of individual economic sectors, extending from the regulation of hairdressers to electricity retailing. Back on 2 Octoberthe Council of Australian Governments agreed to the creation of an Australian Consumer Law 9 based on the recommendations of the Ministerial Council on Consumer Affairs, 10 which would include: Governments are also examining a national approach to the rights consumers have when they buy goods and services, and their conditions and warranties.

The Law will introduce nationally consistent rules for business and trading practices, product safety obligations and the conduct of business-to-consumer transactions, including consumer contracts. These rules will apply to all businesses, and will apply throughout Australia.

The Australian Consumer Law will be enacted as a schedule to the Trade Practices Actwhich itself will be renamed as the more apt Competition and Consumer Act As part of this process the existing provisions of the Act dealing with unconscionable conduct, unfair practices, pyramid selling, enforcement powers, penalties and remedies and definitions will form the core of the new Law.

Unfair contract terms The introduction of a national unfair contract terms law has received intense scrutiny and led to considerable debate.

The proposed law is based on the recommendations of the Productivity Commission and on the law which has been in place in Victoria since ABSTRACT - The paper reports research into the effects of music tempo on consumer behaviour.

A field experiment involving consumers dining at a restaurant was carried out to investigate the extent to which music tempo influences actual and perceived time spent dining and the amount of money spent. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities.

Consumer behaviour emerged in the s and 50s as a distinct sub-discipline in the marketing order to succeed. A marketing concept that encompasses a customer's impression, awareness and/or consciousness about a company or its offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels.

Introduction to Marketing from University of Pennsylvania. Taught by three of Wharton's top faculty in the marketing department, consistently ranked as the #1 marketing department in the world, this course covers three core topics in customer.

In consumer behaviour, however, perception refers to much more than just the biological use of our sense organs.

It includes the way stimuli are interacted and integrated by the consumer. Although there are numerous definitions in literature explaining perception from a consumer behaviour perspective, the one used by Walters et al (, p.

Time perception is a field of study within psychology, cognitive linguistics and neuroscience that refers to the subjective experience, or sense, of time, which is measured by someone's own perception of the duration of the indefinite and unfolding of perceived time interval between two successive events is referred to as perceived duration.

An introduction to consumer perception
Introduction to Consumer Behavior