What is Consumer Perception

Consumers’ awareness of, impressions and opinions about a product, brand, and business.

The way that consumers view, understand, interpret, and organize information about products, brands, companies, or marketing messages to form impressions. Influences purchase behavior.

Consumers’ brains make a connection between different concepts and information they have absorbed, creating a schema, and if the information from the outside is not remotely aligned with their current schema, it will be automatically rejected by the consumer ( O’Donnell & Brown, 2011 ). This is a result of selective perception, where in the presence of several alternatives of products or services, the consumer will only focus on the perceived alternatives conveyed by the message being communicated, and thus to fit their needs and interests. Nonetheless, if this information is utterly in accordance with the schema, the lack of new information will not spark the consumer’s consideration. Therefore, the conclusion to withdraw from this information is that the messages communicated should not be disruptive in comparison to the schema the consumer has already formulated, but they should have added value to create the necessary attention to be able to influence new behaviors ( O’Donnell & Brown, 2011 ).

Consumer's awareness or consciousness about organic foods. It is typically affected by environmental and health concerns, pricing, availability, knowledge, and certification.

The attitude, opinion or ideas regarding specific product/service/brand.