Perception Generally, perception is often described as the process by which individuals select, organize, and interpret different stimuli into a meaningful and coherent picture of the universe. (M, 2009) Companies usually invest more in time and money to convey to their consumers the sensation under sensory stimuli including images, sounds, smells, tastes and touch. There are three phases involved in the individual's perceptual process when subjected to product selection. The first phase will be exposure, which will take place when our senses discover some external cues from different things an individual encounters. (M, 2009) The next phase of the perceptual process is attention. It is one of the most important steps that companies usually worry about as it will affect whether knowledge about a particular company is provided to the consumer. The final process would be interpretation. In this phase, individuals will tend to analyze products based on their interests, experiences, motivations and reasoning. Based on the company described in the article, Epiphone should focus on capturing the senses of its consumers as it has a great impact on the business. Usually, first impressions are important for people who have no contact or knowledge about the company. Epiphone should consider having unique and attractive design in musical instruments to catch people's attention. Regarding the tactile and sound aspect, Epiphone could improve its materials in the production of musical instruments. Typically, consumers experience sensational feelings when they have the chance to hold and try physical products. Advertising would be a suitable method to create visibility in society. They could advertise their music... middle of paper... consumers to feel the spirit of celebrity are available through the Epiphone brand. Additionally, the company should consider focusing more on high-income consumers. The status achieved by Epiphone will affect the guitarist's self-esteem. For example, an individual's self-esteem might increase when he purchases an expensive guitar. This is because the user could turn into a center of attraction for his friends and be praised by owning the guitar. In conclusion, Epiphone should consider perception, learning and memory, motivation, personality and self from aspects of consumer behavior. These five aspects can help prevent the position of decline that the company has experienced. It is crucial that appropriate analyzes and approaches are well planned to gain a competitive advantage within the industry.