ch 6- consumer perception

41
6-1 Chapter 6 Consumer Behavior, Consumer Behavior, Eighth Edition Eighth Edition SCHIFFMAN & KANUK Consumer Perception

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Consumer Behavior by Shiffman & Kanuk Ch 6- Consumer Perception

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Page 1: Ch 6- Consumer Perception

6-1

Chapter 6

Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition

SCHIFFMAN & KANUK

Consumer Perception

Page 2: Ch 6- Consumer Perception

6-2

Perception

•The process by which an individual selects,

organizes, and interprets stimuli into a

meaningful and coherent picture of the

world

•How we see the world around us

Page 3: Ch 6- Consumer Perception

6-3

Elements of Perception

• Sensation• Absolute threshold• Differential threshold• Subliminal perception

Page 4: Ch 6- Consumer Perception

6-4

Sensation

The immediate and direct response of the

sensory organs to stimuli. Examples

include the sensation of an air craft taking off or

feeling a hot or juicy hamburger.

The object in the envoirment is

technically a stimulus

Page 5: Ch 6- Consumer Perception

6-5

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).

Page 6: Ch 6- Consumer Perception

6-6

Weber’s Law

• For example:

• A one half inch reduction in the size of a five - inch candy bar perhaps will not be noticed,but the same reduction in a two inch long stick of chewing gum is likely to be noticed.

Page 7: Ch 6- Consumer Perception

6-7

Marketing Applications of the JND

• Need to determine the relevant j.n.d. for their products– so that negative changes are not readily

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

to consumers – Marketers use this principle to marginally

reduce product quantity or size in order to keep prices constant in the wake of rising costs.

Page 8: Ch 6- Consumer Perception

6-8

Figure 6.3 Gradual Changes in Brand

Name Fall Below the J.N.D.

Page 9: Ch 6- Consumer Perception

6-9

Subliminal Perception

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

awareness.

Page 10: Ch 6- Consumer Perception

6-10

Is Subliminal Persuasion Effective?

• Extensive research has shown no evidence that subliminal advertising can cause behavior changes

• Some evidence that subliminal stimuli may influence affective reactions

Page 11: Ch 6- Consumer Perception

6-11

Aspects of Perception

Selection

Organization

Interpretation

Page 12: Ch 6- Consumer Perception

6-12

Concepts Concerning Selective Perception

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

Gestalt Gestalt PsychologyPsychology

Page 13: Ch 6- Consumer Perception

6-13

Perceptual Selection

• Depends on two major factors– Consumers’ previous experience – Consumers’ motives

Page 14: Ch 6- Consumer Perception

6-14

Figure 6.7 The Unexpected

Attracts Attention

Page 15: Ch 6- Consumer Perception

6-15

Principles of Perceptual Organization

• Figure and ground• Grouping• Closure

Page 16: Ch 6- Consumer Perception

6-16

Influences of Perceptual Distortion (misrepresentation)• Physical Appearances

• Stereotypes• First Impressions

• Jumping to Conclusions• Halo Effect

Page 17: Ch 6- Consumer Perception

6-17

Figure 6.10 Ads Depicting Stereotypes

Page 18: Ch 6- Consumer Perception

6-18

Issues In Consumer Imagery

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

Page 19: Ch 6- Consumer Perception

6-19

Positioning

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

Page 20: Ch 6- Consumer Perception

6-20

Figure 6.13 Repositioning

Page 21: Ch 6- Consumer Perception

6-21

Positioning Techniques

• Positioning Against Competition

• Positioning Based on a Specific Benefit

• Conveying a Product Benefit

• Taking an Unowned Position

• Positioning for Several Positions

• Repositioning

Page 22: Ch 6- Consumer Perception

6-22

Perceptual Mapping

A research technique that enables

marketers to plot graphically consumers’ perceptions

concerning product attributes of specific

brands.

Page 23: Ch 6- Consumer Perception

6-23

Figure 6.14 Perceptual Mapping

MoreArtwork

MoreCopy

Fashion Coverage

Club Coverage

Splash

Crash

FashionSplash

Bash

Page 24: Ch 6- Consumer Perception

6-24

Table 6.2 Pricing Strategies Focused on Perceived Value

• Satisfaction-based Pricing

• Relationship Pricing

• Efficiency Pricing

Page 25: Ch 6- Consumer Perception

6-25

Issues in Perceived Price

• Reference prices– Internal– External

• Tensile and objective price claims

Page 26: Ch 6- Consumer Perception

6-26

Acquisition-Transaction Utility

• Acquisition utility represents the consumer’s perceived economic gain or loss associated with the purchase

• Function of product utility and purchase price

• Transaction utility concerns the perceived pleasure or displeasure associated with the financial aspect of the purchase

• Determined by the difference between the internal reference price and the purchase price

Page 27: Ch 6- Consumer Perception

6-27

Tensile and Objective Price Claims

• Evaluations least favorable for ads stating the minimum discount level

• Ads stating maximum discount levels are better than stating a range

Page 28: Ch 6- Consumer Perception

6-28

Perceived Quality

• Perceived Quality of Products– Intrinsic vs. Extrinsic Cues

• Perceived Quality of Services• Price/Quality Relationship

Page 29: Ch 6- Consumer Perception

6-29

Characteristics of Services

• Intangible• Variable

• Perishable• Simultaneously

Produced and Consumed

Page 30: Ch 6- Consumer Perception

6-30

Table 6.3 SERVQUAL Dimensions for Measuring Service Quality

DIMENSION DESCRIPTION

•Tangibles Appearance of physical facilities, equipment, personnel, and communication materials

•Reliability Ability to perform the promised service dependably and accurately

•Responsiveness Willingness to help customers and provide prompt service

•Assurance Knowledge and courtesy of employees and their ability to convey trust and confidence

•Empathy Caring, individualized attention the firm provides its customers

Page 31: Ch 6- Consumer Perception

6-31

Figure 6.15 Ad

Emphasizing Tangible

Cues

Page 32: Ch 6- Consumer Perception

6-32

Figure 6.16 Conceptual Model of the Consequences of Service Quality

Superior

Inferior

Favorable

Unfavorable

Remain

Behavior

Defect

+$Ongoing Revenue

Increased SpendingPrice Premium

Referred Customers

Financial Consequences

-$Decreased Spending

Lost CustomersCosts to AttractNew Customers

ServiceQuality

BehavioralIntentions

Focus of present study

Empirical links demonstrated in macro studies

Page 33: Ch 6- Consumer Perception

6-33

Price/Quality Price/Quality RelationshipRelationship

The perception of price as an indicator of product quality

(e.g., the higher the price, the higher the perceived quality of

the product).

Page 34: Ch 6- Consumer Perception

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Figure 6.17 Conceptual Model of the Effects of Price, Brand Name, and Store Name on

Perceived Value

Objective Price

Perception of Price

Perceived Sacrifice

Perceived Quality

Perceived Value

Willingness to Buy

A. Conceptual Relationship of Price Effect

+

++

+

--

Page 35: Ch 6- Consumer Perception

6-35

Figure 6.17 continued

B. Extended Conceptualization to Include Brand Name and

Store Name

Store Name

Brand Name

Perception of Store

Perception of Brand

+

+

Objective Price

Perception of Price

Perceived Sacrifice

Perceived Quality

Perceived Value

Willingness to Buy

+

+

+

+

-

-

Page 36: Ch 6- Consumer Perception

6-36

Perceived RiskTypes• Functional Risk• Physical Risk• Financial Risk• Psychological Risk• Time Risk

The degree of uncertainty

perceived by the consumer as to the

consequences (outcome)

of a specific purchase decision.

Page 37: Ch 6- Consumer Perception

6-37

How Consumers Handle Risk

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

Page 38: Ch 6- Consumer Perception

6-38

Figure 6.2 Betty Crocker Changes Fall Below the J.N.D.

Page 39: Ch 6- Consumer Perception

6-39

Figure 6.5 Subliminal Embedding

Page 40: Ch 6- Consumer Perception

6-40

Figure 6.12 Using Imagery

Page 41: Ch 6- Consumer Perception

6-41

Apple’s 1984 Ad Positions Against the Competition

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