Consumer

Perception

Made by-PRATEEK AGGARWAL UM10405

MANEESHA SHARMA UM10404

Perception is Reality by- “LOUIS CHESKIN”

General definition Selective perception Factors influencing perception Price perception Elements of perception Aspects of perception Conclusion

Table of content

The process by which people translate sensory impressions into a coherent and unified view of the world around them. Though necessarily based on incomplete and unverified (or unreliable) information.

Perception is equated with reality for most practical purposes and guides human behavior in general.

General definition

Perception in marketing is described as a process by which a consumer identifies, organizes, and interprets information to create meaning.

Definition relating to marketing

Different opinion

Selective Perception is the process by which individuals perceive what they want to in media messages and disregard the rest.

Selective Perception

Seymor Smith, found evidence for selective perception in advertising research in the early 1960s, They do so because of their attitudes, beliefs, usage preferences and habits, conditioning, etc."

People who like, buy, or are considering buying a brand are more likely to notice advertising than are those who are neutral toward the brand.

Selective perceptions is categorized under two types: i.)a low level of perception, known as perceptual vigilance, ii.)a higher level of perception, known as perceptual defense.

Factors That Influence Perception

While mass merchandisers such as Wal-Mart emphasize low prices as an inherent virtue, upscale merchants attempt to emphasize quality and value for money to appeal to potential customers.

Two factors that shaped price perception were the-i.)perceived quality of the merchandise or service in question and ii.)price comparisons with merchants offering similar merchandise or services.

Price perception

1.Sensation2.Absolute threshold3.Differential threshold4.Subliminal perception

Elements Of Perception

The immediate and direct response of the sensory organs to stimuli. A stimulus is any unit of input to any of the senses.

Sensation

Product, packages, Brand name, Advertisement and Commercials…

Sensory Receptors

The absolute threshold is the lowest level at which an individual can experience a sensation. Point at which a person can detect a difference between “Something” and “Nothing” is the person’s absolute threshold for the stimulus.

Absolute Threshold..

Ex. Driver of car see the billboard on the road different from the back seated person.

Minimal difference that can be detected between two similar stimuli

Also known as the just noticeable difference ( the j.n.d.)

Differential Threshold

German Scientist Ernst Weber

He discovered that the j.n.d. between two stimuli was not an absolute amount, but an amount relative to the intensity of the first stimuli.

Weber’s law states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

Marketers 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

Marketing Applications of the J.N.D.

Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.

This process is called subliminal perception because the stimulus is down the threshold.

4. SUBLIMINAL PRCEPTION

Conscious Awareness and changes

“EXPRESS YOURSELF”

Brand perceptions functional attributes + symbolic attributes Perceptual map Company’s own strengths and weaknesses

in comparison with competitors

Perceptual Positioning

Perceptual Map

Aspects of Perception

Selection

Organization

Interpretation

Selection Consumers subconsciously are selective

as to what they perceive.

An individual may look at some things, ignore others, and turn away from still others.

Stimuli selected depends on two major factors◦Consumers’ previous experience ◦Consumers’ motives

Selection depends on the◦Nature of the stimulus◦Expectations ◦Motives

Figure and ground

Grouping Closure

People tend to organize perceptions into figure-and-ground relationships.

The ground is usually hazy.

Marketers usually design so the figure is the noticed stimuli.

Organization

Figure and Ground in Product Placement

You will certainly notice Coke kept here

Figure and ground

Grouping Closure

People group stimuli to form a unified impression or concept.

Grouping helps memory and recall.

Principles

Grouping

Figure and ground

Grouping Closure

People have a need for closure and organize perceptions to form a complete picture.

Will often fill in missing pieces

Incomplete messages remembered more than complete

Principles

Closure

Interpretation

Physical Appearances

Stereotypes First

Impressions Jumping to

Conclusions Halo Effect

Positive attributes of people they know to those who resemble them

Important for model selection

Attractive models are more persuasive for some products

Perceptual Distortion

Dove’s campaign stresses

the everyday woman.

Interpretation Physical

Appearances Stereotypes First

Impressions Jumping to

Conclusions Halo Effect

People hold meanings related to stimuli

Stereotypes influence how stimuli are perceived

Putting a “Face” on Customer Service

weblink

Interpretation Physical

Appearances

Stereotypes First

Impressions

Jumping to Conclusions

Halo Effect

First impressions are lasting

The perceiver is trying to determine which stimuli are relevant, important, or predictive

Interpretation Physical

Appearances Stereotypes First

Impressions Jumping to

Conclusions Halo Effect

People tend not to listen to all the information before making conclusion

Important to put persuasive arguments first in advertising

Interpretation Physical

Appearances Stereotypes First

Impressions Jumping to

Conclusions Halo Effect

Consumers perceive and evaluate multiple objects based on just one dimension

Important with spokesperson choice

Tampering the halo effect is detrimental to the organization.

• Toyota – Quality.• Ford – Safety.• Sony - Music

The halo effect helps

Adidas break into

new product

categories.

Conclusion Perception is a psychological variable involved in the 

Purchase Decision Process that is known to influence Consumer Behaviour.

elective Perception is the process by which individuals perceive what they want to in media messages and disregard the rest.

Seymour Smith, a prominent advertising researcher, found evidence for selective perception in advertising research in the early 1960s, and he defined it to be "a procedure by which people let in, or screen out, advertising material they have an opportunity to see or hear.

Selective perceptions is categorized under two types: Low level – Perceptual vigilance and High level – Perceptual defence.

Perception can be shaped by learning, memory and expectations.

Source: Boundless. “Perception.” Boundless Marketing. Boundless, 30 Dec. 2014. Retrieved 20 Apr. 2015 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/influences-of-personality-on-the-consumer-decision-process-41/perception-205-10606

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