Differential Threshold

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Perception

• Perception is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world.

•  Three steps: • 1) exposure • 2) attention• 3) interpretation

Sensation

• Sensation –is the direct response of the sensory organ to stimuli

• Stimuli is any unit of input to any of the sence• Eg of stimuli –Product, packages , Brand

names advertisement and commercials

Elements of Perception

Awareness ThresholdAbsolute threshold-Minimum value of stimulus

being consciously noticedTerminal threshold-Maximum value of stimulus

capable of being consciously noticedDifferential threshold- The smallest detectable

difference between a starting and secondary level of a particular sensory stimulus.

Differential threshold

• Defines as sensitivity as the smallest detectable difference between two value of same stimulus.

• Coca cola company -consumer could detect difference between the sweetness between two different sugar concentration

• Difference between this value and starting value is known as just noticeable difference

• Also known as just noticeable difference or difference limen

Weber’s law

• Stimulus change needed to reach the differential threshold is a constant proportion of the starting stimulus value and expressed as-

Application of Weber's law

• To predict how consumers respond the difference between marketing variable or change in these variable.

• To hold the prices constant in time of changing cost is to change the size or amount of product slightly

• Brand competition• Pricing decisions

Marketing applications

• Negative changesReduction in the product size or quality or

quantityIncrease in the product price• Product improvementsImproved or updated packagingLarger size Lower price

Sensory Tests

• Studies conducted to classify a product's sensory attributes

• identify factors that can influence consumer acceptance.

• Tests- product characteristics refer to attributes such as appearance, aroma, flavor and texture.

• Study participants describe their perceptions and use a scale to rate the degree to which a characteristic is present in a product.

Conti…

• Tests conducted -if one product differs from another or the degree to which products differ.

• Tests- if a particular characteristic is present in a product and the degree to which its present.

• Differential threshold tests determine if two samples differ perceptually.

• As a result, the tests are used by food manufacturers in relation to ingredient substitutions

Various Parameters-examples

• Price- Pepsi co reduced wt of one snack from14.5 ounce to 13.5 ounce with maintained price of $3.29 Quality-milk

• Quantity-Manufacturer of haggis diaper reduced no of diaper from 240 to 228 with same price of $32

• Time- telephone service…call rate…Vodafone rate depend on discount

• Symbol-Betty crocker ,General mills ,coca cola has updated since time to time

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