How the person acts is influenced b

How the person acts is influenced by his/her own perception of the situation. All of us learn by the flow of information through our five senses: sight, hearing, smell, touch, and taste (Kotler and Armstrong, 2012). Correspondingly, perception is the process by which an individual selects, organizes, and interprets information outputs to create a meaningful picture. In marketing, perceptions are more than the reality, as it is perceptions that will affect consumers ‘actual behaviour (Kotler and Keller, 2006).
In respect of perception of frozen food quality and safety, it is important to understand consumers’ own perceptions and representations of quality and safety. This is because consumers will base their purchasing decisions on these beliefs. Nevertheless, quality and safety are concepts that cannot be easily defined, because they are classified as credence attributes (i.e. product attributes that cannot be verified by the consumer). Consumers are likely to derive quality or safety perceptions from other product cues, either intrinsic (e.g., appearance of the product) or extrinsic cues (e.g., a quality label) (Nelson, 1970). Figure 2.3 shows the symbol of food and drug administration in Thailand which means the produce has passed quality inspection and is certified by the Commission of Food and Drug to guarantee the quality and safety of food (Development and Information Management - Library Information Technology, 2010).