How does consumer perception influence on wine purchasing behaviour in France ?
Rationale
By studying consumers, businesses can gain a better understanding of the role of perception in consumer behaviour. Companies can greatly improve their marketing strategies when they have a firm grasp on the psychology of how consumers feel, think and reason their way to a buying decision. Knowing how consumers are influenced by their environment, their information-processing abilities and their perception of a product can help companies to more effectively reach consumers. If we would be able to understand how the human brain perceives information and operate it, and how do we make our decisions, we could more precisely make the future forecasts and increase our efficiency. We obtain information from the external world from our senses: taste, hearing, smell, touch, sight. Than we somehow integrate and analyze perceived information and make our decision. Decision is an “outcome of mental processes (cognitive process) leading to the selection of a course of action among several alternatives. Every decision making process produces a final choice”. How do we make a decision, or even better to ask what leads us to make a decision? All our decisions are directed by our instincts, unconsciously. The basic human instinct is self-preservation or, in other words, survival and reproduction. But the decisions, which we make according to our instincts, are different.

Literature Review
Since the rise of experimental psychology in the late 19th Century, psychology's understanding of perception has progressed by combining a variety of techniques. Psychophysics measures the effect on perception of varying the physical qualities of the input. Sensory neuroscience studies the brain mechanisms underlying perception. Perceptual systems can also be studied computationally, in terms of the information they process. Perceptual issues in philosophy include the extent to which sensory qualities such as sounds, smells or colors exist in objective reality rather than the mind of the perceiver (http://en.wikipedia.org/wiki/Perception, 2011). Customer’s satisfaction is the evaluation in obtaining the products and consuming experience; an expectation mood exists with previous consuming experience and then produce synthesized psychological condition. Customer’s satisfaction is also a kind of consuming status; customer’s satisfactory degree not only reflects emotional structure but also involves perception structure (Lıu et al, 2009). According to the Webster's Revised Unabridged Dictionary (1913) perception is the quality, state, or capability, of being affected by something external; sensation; sensibility. Another definition is that is the process by which an organism attains awareness or understanding of its environment by organizing and interpreting sensory information. Perception means the adaption of reality. The process of selection is processing and interpretation of input data from the environment to make them purposeful (Stávková et al, 2008).