Perception, according to Gregory et al (1995), is a set of process by which an individual becomes aware of and interpret information about the environment. When we interpret a situation or events we are then in position to respond. Perception is the process, by which an individual select, organizes and interpret information inputs to create meaningful picture of the world. The quality of our perception depends on the way we process and interpret the stimuli or the information reaching our senses. Our environment including business environment is littered with numerous stimuli trying to attract our attention. Perception plays an important role in life of the consumer. Others use variable such as place of origin, type of distribution channel, price, packaging the manufacturer and among others. It is clear that, consumers evaluate directly attribute by physical cues such as tasty, smell and size. However, some consumers also determine rice quality based on the country of origin whilst others based quality on producer. Even though many consumers uses price as an indicator of product quality (Kotler 2001), there are doubts in consumers mind whether there is a relationship between price, value and product quality and further price itself is a strong indicator of product quality in the absence of any information. What may be seemed to be of high quality to one consumer may be inferior to another.

These quality lies in the eyes of the consumers in question. Consumer Perception Consumers use different variables to determine the quality of a product. Since quality based on buyers perception 2. Although some of the attributes of quality must be measured objectively, quality must be measured in terms of buyers perception (Kotler e tal 1999) Therefore, it is obvious that managers cannot boast of having the quality product on the market. In view of this, it is difficult to define what quality product is, because of different perceptions hold by different consumers. In Ghana for instance people perceive product being sold in super markets and retail stores to be of a high quality. Some have the perception that, product with high price is of high quality to one consumer may be an inferior to another person. Different consumers perceive quality in different turns. In this direction, the only way for a firms product to survive in the Market and to design a product with the variables that consumers use to determine product quality. According to Perrault et al (1997) Many business Managers get wrapped up in the technical details involved in producing a product, but most customers or consumers think about product in terms of the quality and the total satisfaction it provides. The choice of this product to satisfy particular needs depends on the perception of the consumer about the product quality capable of the satisfying that needs. Introduction Consumers purchase a product or service on the basis of satisfying their recognized needs (palmer, 2001).

Customer perception definition