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Consumer Perception

Consumer Perception

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Perception is Reality
LOUIS CHESKIN

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Perception Process by which sensations are selected, organized, and interpreted Adding meaning to raw sensations

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Elements of Perception

Sensation Absolute threshold Differential threshold Subliminal threshold

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Sensation

Immediate response of our sensory receptors eyes, ears, nose, mouth, fingers to basic stimuli such as light, colour, sound, odour, and texture advertisements, brand names, commercials, and packages depends on the sensitivity of the individual
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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

The Absolute Threshold

The lowest level at which an individual can experience a sensation. The point which differentiates between something and nothing. Example: Absolute threshold of driver driving on highway to notice billboard. Adaptation: Getting used to certain sensation.
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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Attention

The extent to which processing activity is devoted to a particular stimulus

Competition for our attention 3,500 ad info pieces per day Multitasking Marketers need to break through the clutter Microsofts butterfly decals on sidewalks 3D logos on cricket grounds
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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

The Differential Threshold

The minimal detectable difference between two similar stimuli (just noticeable difference). Its not at all the absolute difference. Its an amount relative to the intensity of the first stimulus. The stronger the initial stimulus, the greater the additional intensity needed for second stimulus to be perceived as differentiated.

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Marketing Applications of the JND

Need to determine the relevant JND for the products so that


negative changes are not readily discernible to the public. product improvements are quite visible to consumers.

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Gradual Changes in Brand Name

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Perceptual Selection

Stimulus Selection Factors

Webers Law Differences in size, colour, position, and novelty Interpretation: assigned meaning to stimuli Schema leads to stimulus evaluation

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Perceptual Selection

Depends on two major factors

Consumers previous experience (expectations) Consumers motives

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Some Marketing Variables Influencing Consumer Perception


Nature of the product Physical attributes of the product Package design Brand name Advertisements and commercials Position of an ad
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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Concepts Concerning Selective Perception

Selective exposure Selective attention Perceptual defense Perceptual blocking

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Selective attention

Consumers are likely to note ads for products that would satisfy their needs and disregard those in which they have no interest People vary in terms of the kind of information , the form of message (complex and sophisticated messages price, appearance,

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Perceptual defense

Unpleasant ,damaging, threatening stimuli have less chance to be perceived by the people In advertising when intense fear appeals are used in selling any product they may become threatening that consumers use perceptual defense for the entire message

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Perceptual blocking

Consumers protect themselves from being overwhelmed and overburdened by blocking numerous stimuli from their conscious awareness Consumers screen out enormous amount of TV advertising by Turning out

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Stimulus Organization
Stimulus interpretation is associated with other related events, sensations, or images Gestalt: The whole is greater than the sum of its parts.
The Closure PrinciplePeople tend to perceive an incomplete picture as complete. The Principle of SimilarityGroups objects share similar characteristics. The FigureGround PrincipleOne part of the stimulus will dominate (the figure/background).
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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Gestalt Laws of Grouping


The primary purpose of the visual system is the recognition of objects from basic visual elements.
The objects are seen as more than a sum of the parts, and the critical problem facing the visual system is how to group the elements to form objects.

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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Demonstration of the Importance of Objects over Elements


When elements are arranged in groups that define an object, we tend to see the object and not the elements.

FFFFFFF FF FFFF FF FFFFFFF

vs.

EEEEEE EE EEEE EE EEEEEE


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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Excellent product quality

Perceptual Map

Low value for money

High value for money

Low product quality


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Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Influences of Perceptual Distortion

Physical Appearances First Impressions Jumping to Conclusions Halo Effect

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Issues In Consumer Imagery


Product Positioning and Repositioning Perceived Price Perceived Quality Perception of colors

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Tensile Price Claims

Evaluations least favorable for ads stating the minimum discount level Ads stating maximum discount levels are better than stating a range

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Positioning

Establishing a specific image for a brand in relation to competing brands.

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Positioning Techniques

Umbrella Positioning:
Creating an overall image of the company around which a lot of products can be featured individually

Positioning Against Competition: use of the statements generally in TV commercials to differentiate the product or service than the competitor

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Positioning Techniques

Positioning Based on a Specific Benefit: Positioning with the help of the statement that
precisely depicts key benefit of the product or brand

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Perceptual Mapping

A research technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands.

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

Perceptual Mapping
VARIETY (+)
Westside

Kolkata Bazaar

Pantaloons Pyramid

Bodyline

PRICE (-) V-Mart

PRICE(+) Jade-blue

FMG

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

VARIETY (-)

Perceived Risk
The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision.
Types Functional Risk Physical Risk Financial Risk Psychological Risk Time Risk

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

How Consumers Handle Risk


Seek Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance

Consumer Behaviour: Insights from Indian MarketRamanuj Majumdar

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