Psychosocial Factors Affecting the Consumer Perception

Globally, the critical role of consumer perception in achieving high product yield cannot be overstated. Consumer perception and behavior are closely related because individual behavior is always based on personal perceptions. Each consumer has a unique perspective and view of specific products. Knowledge gained through exposure to various environments and situations over time forms the basis of an individual consumer’s decisions or choices. There are four major factors reported to influence consumer behavior in relation to purchasing decisions: personal, economic, social, and psychological factors. These factors can be classified as extrinsic (social factors) and intrinsic (psychological factors) in nature, collectively forming psychosocial factors. Individual consumers perceive products differently according to their background and past experiences, which ultimately dictate their choices. This chapter highlights and discusses related theories and various factors associated with consumer perception in the choice of food and other products.