CONSUMER CONSUMER PERCEPTIONPERCEPTION

Edited By Edited By

Mr. Amit GargMr. Amit Garg

CONSUMER PERCEPTION CONSUMER PERCEPTION

It is the process by which an individual It is the process by which an individual selects, organizes and interprets stimuli selects, organizes and interprets stimuli into a meaningful & coherent picture of into a meaningful & coherent picture of the world. It is like- how we see the world the world. It is like- how we see the world around us.around us.

ELEMENTS OF PERCEPTION ELEMENTS OF PERCEPTION

SENSATION:SENSATION: it is the immediate & direct it is the immediate & direct response of the sensory organs to stimuli. response of the sensory organs to stimuli.

StimulusStimulus in itself is any unit of input to any of in itself is any unit of input to any of the senses. the senses.

Sensory receptorsSensory receptors are the human organs (eyes, are the human organs (eyes, ears etc) that receive sensory inputs.ears etc) that receive sensory inputs.

Human sensitivityHuman sensitivity is experience of sensation. is experience of sensation.

ABSOLUTE THRESHOLD:ABSOLUTE THRESHOLD: the lowest level at the lowest level at which an individual can experience sensation. which an individual can experience sensation. The point at which an individual can distinguish The point at which an individual can distinguish between something & nothing is that person’s between something & nothing is that person’s absolute threshold.absolute threshold.

Sensory adaptationSensory adaptation: consumers get so used to : consumers get so used to the current ads that they no longer see them. the current ads that they no longer see them. That’s why advertisers keep on changing their That’s why advertisers keep on changing their ads regularly.ads regularly.

DIFFERENTIAL THRESHOLD OR JUST DIFFERENTIAL THRESHOLD OR JUST NOTICEABLE DIFFERENCE (J.N.D): NOTICEABLE DIFFERENCE (J.N.D): The The minimal difference that can be detected minimal difference that can be detected between two similar stimuli is called between two similar stimuli is called differential threshold.differential threshold.

SUBLIMINAL PERCEPTION:SUBLIMINAL PERCEPTION: stimuli that are too stimuli that are too weak or too brief to be consciously seen or heard weak or too brief to be consciously seen or heard may prove to be strong enough to be perceived may prove to be strong enough to be perceived by one or more receptor cells. This process is by one or more receptor cells. This process is called subliminal perception. In this case the called subliminal perception. In this case the stimulus is beneath the threshold of conscious stimulus is beneath the threshold of conscious awareness but is above the absolute threshold of awareness but is above the absolute threshold of the receptors.the receptors.

CONSUMER IMAGERY CONSUMER IMAGERY

Consumers have a number of enduring Consumers have a number of enduring perceptions or images about different products perceptions or images about different products and brands.and brands.

Products & brands have symbolic value for Products & brands have symbolic value for individuals who evaluate them on the basis of individuals who evaluate them on the basis of their consistency with the personal pictures of their consistency with the personal pictures of themselves.themselves.

These images carry a lot of importance for the These images carry a lot of importance for the marketers who try to study consumer buying marketers who try to study consumer buying behaviour.behaviour.

PRODUCT POSITIONINGPRODUCT POSITIONING

The image that a product has in the mind of The image that a product has in the mind of consumer.consumer.

UMBRELLA POSITIONING: creating an overall UMBRELLA POSITIONING: creating an overall image of the company around which a lot of image of the company around which a lot of products can be featured individually.products can be featured individually.

POSITIONING AGAINST THE COMPETITION: cash POSITIONING AGAINST THE COMPETITION: cash prize of one crore in case of water purifier.prize of one crore in case of water purifier.

POSITIONING BASED ON A SPECIFIC BENEFIT: 2 POSITIONING BASED ON A SPECIFIC BENEFIT: 2 minutes noodles.minutes noodles.

FILLING SEVERAL POSITIONS: marketers create FILLING SEVERAL POSITIONS: marketers create several distinct offerings often in the form of several distinct offerings often in the form of different brands. Eg: different brands of soaps of different brands. Eg: different brands of soaps of the same company.(lux, hamam etc) the same company.(lux, hamam etc)

PRODUCT REPOSITIONINGPRODUCT REPOSITIONING

Repositioning may be done due to varied reasons Repositioning may be done due to varied reasons like- competitors cutting into your market share, like- competitors cutting into your market share, too many competitors stressing the same too many competitors stressing the same attributes etc.attributes etc.

PERCEPTUAL MAPPING: helps the marketers to PERCEPTUAL MAPPING: helps the marketers to determine how their products or services appear determine how their products or services appear to consumers in relation to competitive brands on to consumers in relation to competitive brands on one or more relevant characteristics.one or more relevant characteristics.

It enables them to see gaps in the positioning of It enables them to see gaps in the positioning of all brands in the product or service class & to all brands in the product or service class & to identify areas in which consumer needs are not identify areas in which consumer needs are not adequately met. adequately met.

POSITIONING OF SERVICESPOSITIONING OF SERVICES

It is difficult to position services because of their It is difficult to position services because of their intangible nature.intangible nature.

In this case image becomes a key factor in In this case image becomes a key factor in differentiating a service from its competitors.differentiating a service from its competitors.

PERCEIVED PRICEPERCEIVED PRICE

It affects purchase intention as well as purchase It affects purchase intention as well as purchase satisfaction.satisfaction.

REFERENCE PRICES: It is any price that a REFERENCE PRICES: It is any price that a consumer uses as a basis for comparison in consumer uses as a basis for comparison in judging another price.judging another price.

PERCEIVED QUALITYPERCEIVED QUALITY

Consumers often judge the quality of a product or Consumers often judge the quality of a product or service on the basis of a variety of informational service on the basis of a variety of informational cues that the associate with the product.cues that the associate with the product.

These cues may be intrinsic, extrinsic or both.These cues may be intrinsic, extrinsic or both.

PERCEIVED RISKPERCEIVED RISK FUNCTIONAL RISK: the risk that the product will FUNCTIONAL RISK: the risk that the product will

not perform as expectednot perform as expected PHYSICAL RISK: risk to self or others that the PHYSICAL RISK: risk to self or others that the

product may poseproduct may pose FINANCIAL RISK: risk that the product will not be FINANCIAL RISK: risk that the product will not be

worth its costworth its cost SOCIAL RISK: risk that a poor product choice may SOCIAL RISK: risk that a poor product choice may

result in social embarrassmentresult in social embarrassment PSYCHOLOGICAL RISK: risk that a poor product PSYCHOLOGICAL RISK: risk that a poor product

choice will bruise consumer’s egochoice will bruise consumer’s ego TIME RISK: risk that time spent in product search TIME RISK: risk that time spent in product search

may be wasted if product does not perform as may be wasted if product does not perform as expected expected

HOW CONSUMERS HANDLE THE HOW CONSUMERS HANDLE THE RISK/GUIDELINES FOR RISK/GUIDELINES FOR

MARKETERSMARKETERS

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