Consumer Behavior has always been the most important area of marketing discipline. With the emergence of Digital Marketing, consumer behaviors have changed. People are not shy in expressing their views on digital mediums, as they feel no one can do anything to them, hence they are open and critic. Recently, we have seen different behaviors of the same consumer on different platforms. For example, if he/she uses LinkedIN vs Tiktok, behavior will be different on both platforms. It is still hard to explain why is it so and more research is required. AC Nielson has hired your team to conduct research on the current behavioral trends of young consumers (aged 16-22) on different social media platforms. They have developed a scale and want to know the comparison and reasons of different behaviors based on following questions. Why they use that platform What they do on that platform Are they viewer or uploader Do they like self appreciation? What is their ultimate dream for that particular platform

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Perception in Marketing

In marketing, perception is referred to as the meaningful information, awareness, impressions, and opinions that the consumers have for the products, services, reputation, and values of a firm. In simple terms, perception is the way the firm is viewed and understood by the consumers from the information gathered and available to them.