Perception

Perception: 'the process of sensing, deleting and interpreting consumer stimuli in the external world' -Wilkie

I would define perception as a personal interpretation of a situation according to previous experience. Everytime a piece of information is taken on it is filtered; is it relevant to me at this moment? It may be distorted due to personal bias and demographic situation. In my opinion Wilkie's definition is a narrow description, aimed at a amrketing situation, but fits it's purpose.
Everyday in the market place buyers are confronted, bombarded even, with sensory stimuli, determinded to attract your attention over other products and competitotrs brands. Once the stimuli has come to your attention, you make a judgement, a responce. It maybe be a smell that reminds you of a beach holiday, and you might have a strong, happy responce, making you feel more inclined to want that particular product.
Khotler says once a consumer recognises that they have a 'need', they will go out and research all the different options for satisfying the need, evaluating the alternatives. The need then becomes a want and they make a purchase decision. Khotler also identifies the fct that after the transaction is complete marketers have to be aware of post purchase behaviour in order to tale advantage of building a customer relationship.