Perception—How Customer Needs Are Formed
Perception is the process through which sensations are interpreted, using our knowledge and experience. These sensations are received through sight, hearing, touch, taste, and smell. Buyer behavior is often influenced by perception.43 When Volkswagen announced that it would build an ultraluxury car selling for $70,000, many people questioned the merits of this decision. Could the maker of the Beetle and Thing compete in the market segment dominated by Lexus, Mercedes-Benz, Jaguar, and BMW? Sales globally of the Volkswagen Phaeton ended in 2016 even though most automobile journalists viewed it as a true luxury car.44 Is perception the barrier to sales growth?
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