Professional Documents
Culture Documents
Consumer Perception
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Perception is Reality
LOUIS CHESKIN
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Perception Process by which sensations are selected, organized, and interpreted Adding meaning to raw sensations
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Elements of Perception
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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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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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Attention
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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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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negative changes are not readily discernible to the public. product improvements are quite visible to consumers.
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Perceptual Selection
Webers Law Differences in size, colour, position, and novelty Interpretation: assigned meaning to stimuli Schema leads to stimulus evaluation
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Perceptual Selection
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Nature of the product Physical attributes of the product Package design Brand name Advertisements and commercials Position of an ad
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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,
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
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
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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vs.
Perceptual Map
Product Positioning and Repositioning Perceived Price Perceived Quality Perception of colors
Evaluations least favorable for ads stating the minimum discount level Ads stating maximum discount levels are better than stating a range
Positioning
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
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
Perceptual Mapping
A research technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands.
Perceptual Mapping
VARIETY (+)
Westside
Kolkata Bazaar
Pantaloons Pyramid
Bodyline
PRICE(+) Jade-blue
FMG
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
Seek Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance