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Consumers Perception

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Page 1: Consumers Perception

Consumers Perception

Page 2: Consumers Perception

Session objective

Elements of Perception Aspects of Perception

Selection Organization Interpretation

Page 3: Consumers Perception

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

Sketchers

Page 4: Consumers Perception

Marketing Stimuli

Primary/Intrinsic-Phy prop, package & contents

Secondary/Extrinsic-Represent the product through symbol, words,picture.

Page 5: Consumers Perception

Stimulus affecting the perception

Sight-color perception Taste e.g Pepsi Smell- car purchase Sound Feel

Page 6: Consumers Perception

Consumer characteristics affecting Perception

Ability to discriminate between the two stimulus

Propensity to generalize from one stimulus to another

Page 7: Consumers Perception

Elements of Perception

Sensation Absolute threshold Differential threshold Subliminal perception

Page 8: Consumers Perception

Sensation The immediate and direct

response of the sensory organs to stimuli

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

The absolute threshold is the lowest level at which an individual can experience a sensation.e.g difference in coffee taste

Page 9: Consumers Perception

Differential Threshold

Minimal difference that can be detected between two similar stimuli

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

Page 10: Consumers Perception

Weber’s Law

The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus

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.

Page 11: Consumers Perception

Marketing Applications of the J.N.D.

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

Page 12: Consumers Perception

Subliminal Perception

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.”Eat popcorn & drink Coca Cola”

Page 13: Consumers Perception

Aspects of Perception

Selection

Organization

Interpretation

Page 14: Consumers Perception

Aspects of Perception

Selection

Organization

Interpretation

Page 15: Consumers Perception

Perceptual Selection Consumers subconsciously are selective

as to what they perceive. Stimuli selected depends on two major

factors Consumers’ previous experience Consumers’ motives

Selection depends on the Nature of the stimulus-Physical attributes Expectations Motives

Page 16: Consumers Perception

Discussion Questions

What marketing stimuli do you remember from your day so far?

Why do you think you selected these stimuli to perceive and remember?

Page 17: Consumers Perception

Perceptual Selection

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Consumers seek out messages which:

Are pleasant They can

sympathize Reassure them of

good purchases

Concepts

Page 18: Consumers Perception

Perceptual Selection

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Heightened awareness when stimuli meet their needs

Consumers prefer different messages and medium

Concepts

Page 19: Consumers Perception

Perceptual Selection

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Screening out of stimuli which are threatening

Concepts

Page 20: Consumers Perception

Perceptual Selection

Selective Exposure

Selective Attention

Perceptual Defense

Perceptual Blocking

Consumers avoid being bombarded by:

Tuning out TiVo

Concepts

Page 21: Consumers Perception

Aspects of Perception

Selection

Organization

Interpretation

Page 22: Consumers Perception

Organization

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.

Principles

Page 23: Consumers Perception

Organization

Figure and ground

Grouping Closure

People group stimuli to form a unified impression or concept.

Grouping helps memory and recall.

Principles

Page 24: Consumers Perception

Organization

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

Page 25: Consumers Perception

Aspects of Perception

Selection

Organization

Interpretation

Page 26: Consumers Perception

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

Page 27: Consumers Perception

Interpretation

Physical Appearances

Stereotypes First

Impressions Jumping to

Conclusions Halo Effect

People hold meanings related to stimuli

Stereotypes influence how stimuli are perceived

Perceptual Distortion

Page 28: Consumers Perception

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

Perceptual Distortion

Page 29: Consumers Perception

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

Perceptual Distortion

Page 30: Consumers Perception

Interpretation

Physical Appearances

Stereotypes First

Impressions Jumping to

Conclusions Halo Effect

Consumers perceive and evaluate multiple objects based on just one dimension

Used in licensing of names

Important with spokesperson choice

Perceptual Distortion

Page 31: Consumers Perception

The halo effect helps Adidas

break into new product categories.

Page 32: Consumers Perception

Issues in Consumer Imagery

Product Positioning and Repositioning

Positioning of Services e.g Fed Ex Perceived Price Perceived Quality Retail Store Image Manufacturer Image Perceived Risk

Page 33: Consumers Perception

Positioning Establishing a specific image for a

brand in the consumer’s mind Product is positioned in relation to

competing brands Conveys the concept, or meaning,

of the product in terms of how it fulfills a consumer need

Result of successful positioning is a distinctive, positive brand image

Page 34: Consumers Perception

Positioning Techniques Umbrella

Positioning Positioning against

Competition Positioning Based

on a Specific Benefit e.g Gillette hair shampoo for oily hair

Finding an “Unowned” Position

Filling Several Positions

Repositioning Perceptual

mapping

Page 35: Consumers Perception

Perceived Quality

Perceived Quality of Products Intrinsic vs. Extrinsic Cues

Perceived Quality of Services-through Extrinsic cues. SERVQUAL Model

Price/Quality Relationship

Page 36: Consumers Perception

Perceived Quality of Services Difficult due to characteristics of services

Intangible Variable Perishable Simultaneously Produced and Consumed

SERVQUAL scale used to measure gap between customers’ expectation of service and perceptions of actual service

Page 37: Consumers Perception

Price/Quality Relationship

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 38: Consumers Perception

Attitudes

A learned predisposition to

behave in a consistently favorable or

unfavorable manner with respect to a

given object.

Page 39: Consumers Perception

What are Attitudes?

The attitude “object” Attitudes are a learned

predisposition Attitudes have consistency Attitudes occur within a situation

Page 40: Consumers Perception

Salads To Differentiate Itself

Page 41: Consumers Perception

Attitudes

A learned predisposition to

behave in a consistently favorable or

unfavorable manner with respect to a

given object.

Page 42: Consumers Perception

What are Attitudes?

The attitude “object” Attitudes are a learned

predisposition Attitudes have consistency Attitudes occur within a situation

Page 43: Consumers Perception

Structural Models of Attitudes

Tricomponent Attitude Model Muliattribute Attitude Model The Trying-to-Consume Model Attitude-toward-the-Ad Model

Page 44: Consumers Perception

A Simple Representation of the Tricomponent Attitude Model

ConationConation

AffectAffect

Cognition

Page 45: Consumers Perception

The Tricomponent Model Cognitive Component

The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.e.g product attributes & benefits (Brand Beliefs)

Affective Component A consumer’s emotions or feelings about a

particular product or brand.(Brand Evaluation) Conative Component

The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.(Brand Interpretation)

Page 46: Consumers Perception

Multiattribute Multiattribute Attitude Attitude ModelsModels

Attitude models that examine the

composition of consumer attitudes in terms of selected product attributes or

beliefs.

Page 47: Consumers Perception

Multiattribute Attitude Models

The attitude-toward-object model Attitude is function of evaluation of product-

specific beliefs and evaluations The attitude-toward-behavior model

Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itselfe.g purchasing of expensive Rolex watches

Theory-of-reasoned-action model A comprehensive, integrative model of

attitudes for better explanation & better prediction of behavior

Page 48: Consumers Perception

Attitude-Toward-Behavior

Model

A model that proposes that a consumer’s attitude toward a

specific behavior is a function of how

strongly he or she believes that the action will lead to a specific

outcome (either favorable or

unfavorable).

Page 49: Consumers Perception

Theory of Reasoned

Action

A comprehensive theory of the interrelationship

among attitudes,intentions, and

behavior.

Page 50: Consumers Perception

Theory of Reasoned Action Expanded model says- Subjective norms-Assessment of

consumers feelings as to what relevant others (family, friends, coworkers etc) would think of the action being anticipated

Normative beliefs-Individuals attributes to relevant others as well as the individuals motivation to comply with each of the relevant others

Page 51: Consumers Perception

Theory of Trying to Consume

An attitude theory designed to account for the many cases where the action or

outcome is not certain but instead reflects

the consumer’s attempt to consume

(or purchase).

Page 52: Consumers Perception

Attitude-Attitude-Toward-Toward-the-Ad the-Ad ModelModel

A model that proposes that a consumer forms

various feelings (affects) and judgments

(cognitions) as the result of exposure to an

advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.

Page 53: Consumers Perception

A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad

Model

Exposure to an Ad

Judgments about the Ad (Cognition)

Beliefs about the Brand

Attitude toward the Brand

Attitude toward the Ad

Feelings from the Ad (Affect)

Page 54: Consumers Perception

Issues in Attitude Formation

How attitudes are learned-repeated satisfaction

Sources of influence on attitude formation-Direct marketing, mass media, Internet

Page 55: Consumers Perception

Four Basic Attitude Functions

The Utilitarian Function e.g Reebok shoes

The Ego-defensive Function

The Value-expressive Function

The Knowledge Function

Page 56: Consumers Perception

Is it a Utilitarian Appeal?

Page 57: Consumers Perception

Is the lady Uses Ego Defensive Appeal?

Page 58: Consumers Perception

what attitude function this man is showing?

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Is it a A Knowledge Appeal?

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Contd

Thank You For listening me patiently.