Perception can be defined as an image which consumer forms of an offering before or after its usage.
Before the advent of internet, which led to free access to vast pool of information, consumer choices were more dependent on word of mouth and what company has to say about its offerings. But come internet and these all channels became less effective as consumers now had information on the go and has plethora of options to choose from. In this era of free information flow, the orthodox way of mass marketing needs a serious consideration before an organization pumps fortunes in it.
Looking at the perception formation model, the integrated marketing communication does have an impact on consumers mind and forms a blur image in his mind which evokes him to look out for more information about the offering from peers and if he gets positive inputs probably it converts into a purchase, But if we look precisely at the target market, they do have some similarity in their demographics and as per many marketers they do have similar psycho graphics but which it the major point of concern of this article.
