consumer perception.pptx

04/18/2023 ICBM-SBE Consumer Behavior 2013 1

Consumer Perception

Unit 1


Perception

• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.


Elements of Perception

• Sensation• The absolute threshold• The differential threshold• Subliminal perception


Sensation

• It is the immediate and direct response of the sensory organs to stimuli.


Stimulus

• A stimulus is any unit of input to any of the senses.

• Ex: product, Packages brand names advertisements and commercials.


Sensory Receptors

• The human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs.


Absolute Threshold

The lowest level at which an individual can experience a sensation.

The point at which a person can detect a difference between “something” and “nothing "is that persons absolute threshold.


Sensory Adaptation

• “Getting used to” certain sensations; becoming accommodated to a certain level of stimulation.


• https://www.youtube.com/watch?v=m1V9FequU5E

• https://www.youtube.com/watch?v=rBu3EagF9xk

• https://www.youtube.com/watch?v=zt9rQWFVF00

https://www.youtube.com/watch?v=m1V9FequU5E

https://www.youtube.com/watch?v=m1V9FequU5E

https://www.youtube.com/watch?v=rBu3EagF9xk

https://www.youtube.com/watch?v=rBu3EagF9xk

https://www.youtube.com/watch?v=zt9rQWFVF00

https://www.youtube.com/watch?v=zt9rQWFVF00


Differential Threshold

• The minimal difference that can be detected between two stimuli. Also known as the j.n.d. (just noticeable difference).


j.n.d


Marketing Applications of the JND• Need to determine the relevant j.n.d. for

their products– so that negative changes are not readily

discernible to the public– so that product improvements are very apparent

to consumers


Weber’s Law

• A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).


Subliminal Perception

• Perception of very weak or rapid stimuli received below the level of conscious awareness.


Supraliminal Perception

• Perception of stimuli that are above the level of conscious awareness is called supraliminal perception which is generally known as perception.


Aspects of Perception

SelectionOrganization

Interpretation


Perceptual Selection• Depends on two major factors– Consumers’ previous experience (expectations)– Consumers’ motives


Some Marketing Variables Influencing Consumer Perception

• Nature of Product• Physical Attributes of Product• Package Design• Brand Name• Advertisements &

Commercials• Position of Ad• Editorial Environment


Concepts Concerning Selective Perception

• Selective Exposure• Selective Attention• Perceptual Defense• Perceptual Blocking


Selective Exposure

• Consumers actively seek out messages that they find pleasant or with which they are sympathetic ,and they actively avoid painful or threatening ones.


Selective Attention

• Consumers are likely to note ads for products that would satisfy their needs and disregard those in which they have no interest.


Perceptual Defense

• Consumers subconsciously screen out stimuli that they find psychologically threatening even though exposure has already taken place.

• Perceptual defense happens for ads with intense fear appeals.

• Ex : Ads on wearing helmets,smoking


Perceptual Blocking

• Consumers protect themselves from being bombarded with stimuli by simply “tuning out” that is blocking such stimuli from conscious awareness. (channel switching during commercial break)


Principles of Perceptual Organization• Figure and ground• Grouping• Closure– Zeigernik effect


Figure and ground

• People have a tendency to organize their perceptions into figure and ground relationship.

• In order to be noticed, stimuli must contrast with their environment.


Figure and ground


Grouping

• Individuals have an inherent to grouping or chunking a variety of information or items close to each other in time or space and form a unified picture.

• Grouping happens because of proximity, similarity or continuity.

• Ex: Consumption of soft drinks being shown in fun loving settings.


Grouping


Closure

• Closure is organizing of perceptions in a manner that leads to forming a complete picture.

• Consumers tend to fill in the missing information when they feel that the perceived information is incomplete.

• This results in conscious and subconscious efforts to collect information.


Zeigernik Effect

• A person beginning a task needs to complete it. When he or she is prevented from doing so, a state of tension is created that manifests itself in improved memory for the incomplete task.


Distorting Influences

• Physical Appearances: • Stereotypes• Irrelevant Cues• First Impressions• Jumping to Conclusions• Halo Effect


Issues In Consumer Imagery

• Product Positioning and Repositioning• Positioning of Services• Perceived Price• Perceived Quality• Retail Store Image• Manufacturers Image• Perceived Risk

The Service Environment: Environmental Variables Most Important to Bank Customers

• Privacy• Efficiency/Convenience• Ambient Background

Conditions• Social Conditions• Aesthetics

Issues in Perceived Price

• Reference prices• Tensile and objective price claims


Reference Price

• Any price that a consumer uses as a basis for comparison in judging another price.

Reference Prices

• External Reference Price• Internal Reference Price

Tensile Price Claims

• Communicate a range of price savings.


Objective Price Claims

Perceived Quality

• Perceived Quality of Products– Intrinsic vs. Extrinsic Cues

• Perceived Quality of Services• Price/Quality Relationship


Intrinsic Cues

• Physical characteristics of the product (such as size, color, flavor, or aroma) that serve to influence the consumer’s perceptions of product quality.


Extrinsic Cues

• Cues external to the product (such as price, store image, or brand image) that serve to influence the consumer’s perception of a product’s quality.

consumer perception.pptx

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