Perception may be defined as the process by which an individual selects, orginizes, and interprets information to create a meaninful picture of the world.
It is a function of attitudes, motivations, experince and learning related to a previous purchase.
All the information and stimulus inputs pass through a perceptual filter. This filter may suppress much of the information, highligh or distort some parts of it.
A motivated person is ready to act. However, how that person acts is infleunced by his/her perception of the situation.