Integrating the new information:

This is the second step of perception after selection. It requires organisation and integration of the new information with that which is already stored in memory.

Interpretation: This is the third step of perception after integration of the new information. It is the assignment of meaning to what has been organised.

Self-concept or self-image: people have self-concept or self-image in addition to their perceptions of packages, products, brands, organisations, etc.

MotiveAll consumer behavioural activities are motivated by some aroused need. A motive is an internal energy or force which directs a person's behaviour towards seeking a need satisfaction or achieving a goal.

Patronage motives: These motives influence a person if he/she purchases products regularly. Marketers use in depth interviews, focus groups or projective techniques to analyse the major, motives which influence the consumers to buy or not to buy their products. The common projective techniques are word association tests, bubble drawings, sentence completion tests, etc.

Learning: Learning is a change in behaviour as a result of experience. Stimulus-response learning involves drives, cues, responses, reinforcement and punishment.

The above items mean that learning is an activity caused by receiving information and acquiring experience. Knowledge consists of (a) familiarity with the product and (b) the individual's ability to apply the product, i.e. expertise.

Attitudes: Attitudes refer to learned predispositions to respond positively or negatively to an object or class of objects in a consistent manner. Attitudes concern positive or negative feelings about an object or activity. Consumer attitudes towards a firm's image or products will always influence the success or failure of the company's marketing strategy and programmes. Marketers use projective techniques and attitudes scales to measure consumers' attitudes. Attitudes have direction and intensity and they tend to be stable and generalisable. The strongly held attitudes are usually difficult to change.

Personality: Personality refers to the sum of an individual's traits that make him/her different from other people by influencing his/her behaviour. The traits and behaviours make a person unique. Hence personality influences the types and brands of products which the consumer buys.