The perceptual process involves detecting stimuli in the environment. The stimuli in the surrounding can be detected by use of five senses which include; sight, smell, taste, touch and hearing. The five senses allow as interacting with the people and objects around us thus resulting to making up a conscious experience. The perceptual process leads to the creation of perception through the utilization of the five senses. The process cannot be into being without the surrounding or the people and objects that interact with human beings. In this case, Mistral products are the objects that have to interact with people. Customers have to interact with the products that Mistral produces through the use of five senses. From the interaction, customers will improve their perception towards the products that Mistral Company produces. In order to increase the brand perception, one has to understand in details what perception is. Once perception is understood, a substantial conceptual model for increasing brand perception can be developed.
According to Kendra Cherry, perception is the sensory experience of the world around us which entails both environmental stimuli and actions in response to these stimuli. Through perceptual process, we gain vital information concerning the environment. The information that we get from the environment is cognitively processed, and ultimately a feeling is developed towards objects or people around us. There are several steps that are involved in developing perception towards something. The steps include; environment stimulus, attended stimulus, image in the eye, transduction, neural processing, perception, recognition and the last step are action.
The surrounding is full of stimuli that attract the attention as we carry out daily chaos. Environmental stimulus, involves everything that is in the environment, and has the potential to be perceived. Environmental stimuli can only be recognized through the use of five senses. It includes anything that can be seen, tasted, touched, heard or smelled. Mistral Company has its environment where its products interact with its customers. The company has been in existence since 1970. This shows that the company has not only created the environment for its products but also, the company has secured its environment. In line with this, company has the environment where the stimuli towards its products can be developed. People in this environment have something; to see, to hear about, to touch, to smell and taste. Mistral company products which range from coastal sportswear to accessories are found in this environment, and they have the potential to be perceived (James, 2009). One thing that should not be forgotten is the fact that within the same environment, there exist other companies with the same products. This moves us to the next step which is attended stimulus.
Attended stimulus concerns a particular object in the surrounding that catches the attention. The surrounding has several things that we are likely to interact with each other. However, there is something that is likely to catch the attention of people. Anything that captures the attention in the environment that we were used to must have some uniqueness. Mistral Company products are found in the same environment with other companies products. For this reason, Mistral Company has to come up with strategies that will ensure that their products attract the attention of the potential customers. The products must be unique such that they can create that uniqueness in the environment.
Once the attended stimulus is realized an image is formed on the retina of the eye. The imaged that is transmitted to the retina has no significance meaning because it is upside down from the environment where it was seen. The transduction stage is meaningful because it involves the process of transmitting visual messages to the brain to be interpreted. The visual messages in form of electrical signals undergo neural processing. Neural processing enables the image received to be interpreted so as it can have meaning to the viewer. After the image has been processed in the brain, the viewer becomes aware of the existence of the stimuli in the environment. At this stage, perception has been developed since a person can perceive the stimuli and become aware of its presence in the environment.
The last two stages can now be realized because a person is now aware of the stimuli in the environment. Perception does not only entail awareness, but it also involves extensive interpretation of the stimuli. The stimuli are further categorized so as to get a clear meaning of the stimuli in the environment. This involves having meaning to the stimuli and the stimuli can now have the sense to the surrounding (recognition). The final stage in developing perception is action taken by a person towards the environmental stimuli. The actions may include; moving closer to the object or person, touching the object or moving away from the object.
Role of perception in marketing
For the twelve years, Mistral has invested a lot in innovation through creating new products and new technologies in newly designed products. Although this has been done, it has continuously been condemned of its limited investment in production methods. This has resulted in poor quality products. Mistral Company is viewed as the top company in surfing industry, but this fact has been assuming a downward trend due to its recurrent high prices for its products. In addition, Mistral has diversified its products so as to broaden its market share. It is producing coastal sportswear, footwear, coastal garments and windsurfing accessories. However, Mistral Company has diverted its attention to progressing fashion so not paying attention to windsurfing products. Coastal garments create a tough competition from the tradition fashion that exists in coastal regions.
Creation of new products and diversification of products and services can not address the problem of low sales of Mistral company products. Mistral as a prominent company should think of how its existing customers and potential customers can be loyal to its products. As highlighted earlier, perception towards Mistral products and services is paramount. Mistral products should be unique in the environment so that they can capture the customer’s attention. This will be the starting point in developing customer’s perception towards its products, and this will lead to an increased perception. However, product uniqueness requires some accompanying information on the product. This calls for an elaborate means of conveying information to customers in the right way. Creating awareness is essential in developing as well as increasing brand perception. How will the information be conveyed to the customers? The right way to convey the information to customers or the potential customers is through a proper marketing strategy.
Perception in marketing is critical because what consumers hear, feel and believe about a product is just as beneficial as what the product delivers to them in terms of its performance. Therefore, it is necessary for marketers to understand perception in details so as to manipulate the perception of their products. Through manipulation of perception of their products, they will be able to create a positive image in the minds of the customers. Inner understanding of perception by marketers will allow them come up with promotions and advertisements that will make consumers trust to the products. How will the perception be created in people’s minds? This can only be realized through a matrix of interactions either between the marketer and customer or product and the customer. For instance, marketers can bring people to the stores, malls and other channels of distribution to sample what they have to offer.
Marketing is about image creation of the products and services being sold to consumers. Image creation should be taken ultra seriously in any business venture. As mentioned earlier, image is creation is one of the initial stages developing perception. For this reason, marketers should gear towards developing a positive attitude at all times. They should be clear and consistent when delivering the message to the customers. Advertising channels should have a clear, and a precise message, in that competition in the current business environment proves to be coming from every corner. By doing so, the concept of perception in marketing can work in any company.
Which factors are likely to affect product perception?
In a business environment, product perception is mainly used to determine the way consumers think and respond to different types of goods and services. Mistral Company has a variety of brands that require positive image development. Numerous companies devote their time and resources in ensuring that both existing and potential customers have a positive perception towards the goods and services that they sell to them. Any company that intends to maintain, as well as extend its market share, has to take into consideration the impacts that can arise from negative perception. Perception influences the customer’s feelings towards a product, and this determines whether the customer will buy or not buy the product.
There are a number of factors that can affect product perception; quality of the product, the effectiveness of marketing and advertising and confidence of brand associated with the product. The effective ways of developing product perception are through marketing and advertising. Marketing and advertising strategies should focus on building the right perception towards goods and services of the company. Fatemen and Kambiz state that the nature of advertising depends on characteristics defining targeted consumer markets, and seeks to highlight the benefits of the product or service. The strategy’s focus should be on making the consumers aware of the product and service in the market. Once the consumers are aware of the product or service, they will be eager to try the product to see if it can up to their required needs.
Brand perception
Brand perception entails the feelings that customers have towards a specific brand and the products marketed under the same brand. The perception towards brand can range from positive to extremely negative. Factors that may affect brand perception include; consumer experience on the brand, the opinions of other consumers, the type of advertising and shifts in the economy. The aim of any company is to ensure that both existing and potential customers take their products be worthwhile and that they will satisfy their needs fully. This in turn, will influence customers to recommend those goods and services to others.
According Cavelle Francis, the prevailing markets today, consumers focus on the brand’s image as an integral part of the product or service they are purchasing. They are not only buying the product, but also the status, prestige and perceived benefits associated with the organization selling the product. From Francis point of view, it is clear that brand image is essential in selling the company’s products and services to its customers. Customers develop a specific perception from the brand image. In this context, Mistral Company should put emphasize in developing a reputable brand image to existing customers. The existing customers will spread the good image to the potential customers leading to the creation of a large market segment.
Brand perception is developed and increased through marketing and advertising. In this case, it shows that Mistral Company has to come up with a marketing and advertising strategy that will ensure increased brand perception for the Mistral. In line with this, a clear course of action has to be developed in order to achieve the purpose of increasing brand perception.
The strategy that will be used in increasing the brand perception will be use of top sport personalities in windsurfing competitions. Windsurfing sport is a renowned sport especially in coastal regions in the world. The competitions will be used to create awareness on the products that Mistral Company produces. The marketers will be involved in approaching the best sport personalities in windsurfing. The aim of using top sport personalities in wind surfing is to build a sense of awareness to Mistral Company customers.
Many companies in the world have used top sport personalities as well as top clubs to build their brand image. For instance, European clubs have been using companies to expand their brand image which as shown positive results. Samsung is a renowned company that is involved in production of electronic devices. This sets a good example that has used sports in developing its brands image. As a result, the company brand perception has increasing from generation to generation. Samsung has predominantly used Chelsea (football club), to create awareness to its customers about its products for many years, and this has made its products be known all over the world. Creation of awareness is essential in increasing brands perception. Many football clubs have been used by many companies to create awareness about their brands, and this has led to customer’s positive perception towards their brands. Customers feel proud when they are associated with a certain brand, and its products especially when a prominent team is associated with the brand.
In addition, top athletes have been used to promote various brands particularly in beverage industries. Customers of such drinks are convinced that when they take those drinks, they are likely to become top personalities. Such a marketing strategy has shown that brand perception can be influenced through the use of sports.
Therefore, use of top sport personalities in marketing and advertising has proven to have a positive impact towards increasing brand perception. For this reason, Mistral marketers have to include top sport personalities in their marketing campaigned as well as in advertising through media services. This will not only develop brand image, but it will also have an impact on brand perception. Mistral marketers will target different groups of customers both existing and potential customers. The groups that will be targeted will not only be those in shops, but also those that are involved in various activities outside the shops.
In order to have a clear picture on the use of top sport personalities, the target group will be divided into two. One group will be confronted with a promotion campaign without a top sport celebrity, and another group will be confronted with a promotion campaign with top sport star in windsurfing. Two different questionnaires containing a list of questions will be prepared. The target group will be customers in randomly selected stores, malls and participants in windsurfing competitions. In order to have a large sample, marketers will conduct the survey during high season or holidays because during these two occasions many people prefer to visit coastal regions for leisure.
Respondents will be required to fill in the questionnaires which will be presented to them by Mistral marketers. The questionnaires will be filled by the respondents, and then questionnaires will be collected for analysis. Statistical software such as SPSS will be used for data analysis. The findings from data analysis will be used to determine whether the use of top sport personalities in windsurfing can aid in increasing Mistral brand perception. In addition, the findings will be used in future decision making especially in improving the brands perception.
Questionnaire one
1. Do you know a company by the name Mistral Company? (Tick on box please)
Yes No
If yes for how long have you known the company? (Indicate the duration)
2. Do you recognize Mistral as a brand?
Yes No
If yes specify the products that you have bought or seen for Mistral brand (Please list the products)
3. Of the listed products which one do you think is unique compared to other products from other brands? (Indicate the product(s))
4. From the above listed products in (3) why do you think they are unique? (Please give characteristics of the product)
5. Have you ever bought Mistral brands product?
Yes No
If yes the product did the product meet your needs please expound.
6. What makes Mistral brands different from other options available?
7. What is the most noteworthy thing about Mistral Company?
8. How can you rate Mistral Company marketing activities? (Please tick one box)
Poor
Satisfactory
Good
Very good
Excellent
Questionnaire two
1. Do you know a company by the name Mistral Company? (Tick on box please)
Yes No
If yes for how long have you known the company? (Indicate the duration)
2. Do you recognize Mistral as a brand?
Yes, No
If yes specify the products that you have bought or seen for Mistral brand (Please list the products,)
3. Of the listed products which one do you think is unique compared to other products from other brands? (Indicate the product(s))
4. From the above listed products in (3) why do you think they are unique? (Please give characteristics of the product)
5. Have you ever bought Mistral brands product?
Yes No
If yes the product did product meet your needs please expound.
6. What makes Mistral brands different from other options available?
7. What is the most important thing about Mistral Company?
8. Have you ever been involved in any promotion activity (yes)?
9. How can you rate Mistral Company marketing activities? (Please tick one box)
Poor
Satisfactory
Good
Very good
Excellent
10. Can Mistral brand image be developed through use of the best sport personalities?
Yes No
11. Do think use of top sport celebrities can increase brand perception?
Yes No
If yes, please indicate how use of top celebrities in windsurfing competitions has influenced your perception, towards Mistral brand.
The above questionnaires will assist in collecting data that will be subjected to statistical analysis tools. The findings will assist Mistral Company to make appropriate decision in increasing its brand perception.
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Fatemen, T., & Kambiz, H. (2011). The effects of Brand image and perceived public on cusomers loyaty. World applied sciences journal , 12-20.
James, H. (2009). Brand creation. How to conduct a brand perception customer survey , 21-30.
James, H. (2009). How to conduct a 'barnd perception' customer survey. Customer survey , 5-12.
Kendra, C. (2011). Perception and the Perceptual process. Sensation and Perception , 1-10.
Schlecht. (2003). Celebrities impact on branding. Deloveloping brand image via celebrities , 6-9.
Stacy, B., & Joseph, G. (2012). What's brand perception. Clear Answers for common questions , 2-5.
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