Perception   Understanding the consumer’s perception is very important to the advertiser and marketer. In these areas perception includes what happens when customers are exposed to, attend to, and comprehend stimuli in a consumer environment (Minor and Mowen, 1998). Perception is how the consumer first becomes aware of the product and its relative value. Establishing the perception of a greater utility in the firm or its products and services will ultimately determine the level of capitalization on the brand.   In order for us to perceive what is around us, we must first rely on our senses. We perceive something by seeing, tasting, smelling or hearing it (Kerby, 1975). This is an extreme simplification of the human perceptual process. For us to be able to perceive something we must first sense it. Although perception and sensation are two separate cognitive processes they are not mutually exclusive. Both perception and sensation work together in order for understanding to occur.   Equally important is the process of interpretation which depends on socio-psychological meanings the individual attaches to the object that is being perceived (the stimulus) (Foxall and Goldsmith, 1994). It is how the individual's values, beliefs, attitudes and norms affect all the objects and messages they actively perceive. Perceptions along with most other cognitive processes are directly shaped by factors which on the surface would seem slight.   A wide range of things can happen to the stimuli, the observer, or the situational elements that can cause two people receiving what appears to be precisely the same stimulus to interpret it differently (Kerby, 1975). It is difficult in attempting to predict how others will response to a certain set of stimuli.   Next