eriod. (Evans & Berma, 1999:435)5.2Internal InfluencesPerception, learning and memory, motives, personality, emotions and attitudes are all factors that contribute to internal influences in consumer behaviour. (Neal et al, 2000)5.2.1PerceptionPerception consists of those activities by which an individual acquires and assigns meaning to stimuli. (Neal et al. 2000) This information is the primary raw material the marketers work with in an attempt to influence consumers.According to Lee (1995:04) after research showed that Burger King Corp. youth market was confused with their brand image, the company has launched new marketing campaign to boost representation with young consumers. The new marketing campaign is to distinguish Burger King from rival McDonalds by portraying it as a cool place to go for the 16 to 25 year old market.During the last few years, McDonalds has attempted to influence consumer’s perception of the company as not only being a fast-food service restaurant but also a ‘family restaurant’. They have endeavoured this through extensive advertising. (Kramer, 1999:08)Brand name and logo development is an important influence in perception. ‘Marketers believe that the name of a company or product does affect the way it is perceived’ (Neal et al. 2000). These brand and logos can provide strong company or brand recognition and image differentiation. Brand awareness and perception is used in preferring and deciding, purchasing and using.In one study, children 7 to 12 years old were found to possess strong brand preferences. And children who cannot yet read have been found to be able to recognize brand through symbols, such as McDonald’s golden arches. (Sheth, 1999:368)5.2.2Learning and MemoryLearning involves changes in behaviour resulting from observation and experience. Interpreting and predicting consumer learning enhances marketers understanding of buying behaviour, since learning play...
