Understanding Customer Perception and Learning

📋 Course Outline

1. Customer perception process phases
2. Nature and characteristics of perception
3. Perceptual filters: exposure, attention and interpretation
4. Customer perception: tangible and intangible factors
5. Customer learning: nature and types
6. Elements of learning and reinforcement
7. Learning theories: classical, operant and cognitive

📖 1. Customer perception process phases

🔑 Key Concepts & Definitions

• Sensing selecting : Sensing selecting is the phase where customers gather information about a brand or product using their senses.
• Organising interpreting : Organising interpreting is the phase where customers assign value to gathered information using their personal beliefs.
• Interpreting reacting : Interpreting reacting is the phase where customers act, shaped by internal and external stimuli such as experiences and online reviews.

📝 Essential Points