perception consumer behaviour

8/13/2019 Perception Consumer Behaviour

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PERCEPTION & CONSUMERBEHAVIOUR

How we see the world around us !


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Which cream is more effective ?

Which machine is more powerful?

Which car is new ?

PPT - Perceptio n
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SENSATION Sensation

Response of sensoryorgans to stimuli

Sensory Receptors

Sensation depends onthe qual i ty of sensory

receptors and theamount of stimuli( intensity) to which he orshe is exposed


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SENSATION

Sens at ion d epend s on energy c hang ewi th in the env i ronment where thep erc ept io n o cc u rs ( i.e. d i fferen t iat ion o finput )


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SENSATION

A s s ens ory inp ut d ecreases , ho w ever,

ou r ab i l i ty to de tec t ch ang es in inp ut orin tens i ty inc reases to th e poin t th at w ea t ta in maximum sens i t iv i ty undercon d i t ion s o f m in im al s t im u lat ions

It w as s o qu i te , I co uld hear a p in drop


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ABSOLUTE THREHSOLD Lowest level at which an individual can

experience a sensation.

The point at which a person can detect adifference between something and nothing.

Does it depend on the distance only ?


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ABSOLUTE THREHSOLD

SensoryAdaptation

Implications + sensory input

- sensory input unusual media

Buying all the billboards on

Shah-rah Faisal

Buying all the streamers e.g.Byco at Express way

Buying all the magazine pages

e.g. Unilever in Dawn Lifestyles


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THE DIFFERENTIAL THRESHOLD

Concept of JND Webers Law

The stronger theinitial stimuli , thegreater the additionalintensity needed forthe second stimulus

to be perceived asdifferent

Lipton and JND

Changes > JND


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JND Implications

Need to determine the relevant j.n.d. for their products

so that negative changes are notreadily discernible (noticeable) to thepublic

so that product improvements arevery apparent to consumers


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Gradual Changes in Brand Name

Fall Below the J.N.D.

Pall Mall & Capstan , Nestle, Changes in Human Beings ???


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DynamicsOfPercept ion

PerceptualOrganizat ion

PerceptualSelect ion

PerceptualIn terpreta t ion


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INTRODUCTION Preceding Section:

How individual receives sensations and how humanorganism adapts to the level of intensity of sensory input.

This Section Raw sensory input by itself does not product or explain the

coherent picture of the work, WE SUBCONSCIOUSLY ADDTO OR SUBTRACT FROM RAW SENSORY INPUT TO

PRODUCE OUR OWN PRIVATE PICTURE OF THE WORLD

Perception is a function of STIMULI and EXPECTATIONS,MOTIVES, AND LEARNING based on PREVIOUS EXPERIENCE


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PERCEPTUAL SELECTION

Research:A woman in super market may be exposed to over20,000 products of different colors, sizes and shapes;

to perhaps 100 people )looking, walkking, searching,talking); to smells (from fruit , meat , disinfectant,people) ; to sounds within the store (cash registersringing, shopping carts rolling, air conditionershumming, and clerks sweeping, mopping aisles,stocking shelves); and to sound from out side thestore. Yet she manages on a regular basis to visit herlocal supermarket. This is because she exercisesselect iv i ty in perception.


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Depends on twomajor factors

Consumerspreviousexperience

Consumersmotives


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Other Factors affecting selection Nature of the stimulus

Physical attributes, package design, the

brand name etc Contrast is one of the most attention

compelling attributes of a stimulus (for ex:oversized ad)

Advertising does not have to be unique toachieve a high degree of differentiation; itsimply has to contrast (for ex: whitebackground with little copy)

Consumers expectations &motives


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IMPLICATIONS ??


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UNEXPECTED ATTRACTS

ATTENTION


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Concepts Concerning SelectivePerception

Selective Exposure Stimuli --- Expectations --- Motives

Selective Attention Needs

Perceptual Defense Screenout or distort stimuli (eg tobacco)

Perceptual Blocking Blocking or Avoiding


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PERCEPTUAL ORGANIZATION


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Principles of PerceptualOrganization

Figure andground

Grouping

Closure


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FIGURE AND GROUND The Gestalt Psychologists found that

there are two main visual componentsnecessary for a person to see an objectproperly

A FIGURE (the object) and A GROUND(the background or surroundings inwhich the object occurs).


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FIGURE AND GROUND


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FIGURE AND GROUND


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Humans have a tendency to organizestimuli into some coherent groups.They like to categorize things andmaintain some organization with moststimuli.

GROUPING


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ContinuityPatterns

SimilarityPatterns Simplicity

Patterns


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GROUPING

Principal of GROUPING is the basis ofmost of the marketing communication???

Tea --- social acceptance familyrelations----


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Closure is a Gestalt principle ofperceptual organization thatexplains how humans fill in visualgaps in order to perceivedisconnected parts as a wholeobject.

CLOSURE


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CLOSURE


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CLOSURE


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IMPLICATIONS

If individuals are exposed to incompletepicture, they tend to complete it by fillingin the missing pieces.

Incomplete messages or tasks are betterremembered than completed ones.

Playing soundtrack of ad on radio willremind them of the entire ad.


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PERCEPTUAL INTERPRETATION


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PERCEPTUAL INTERPRETATION

How close a persons interpretationsare to reality, depends on the followingthings

Clarity of the stimulus, Past experiences of the perceiver His or her motives and interests


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INFLUENCES OF PERCEPTUALDISTORTION

PhysicalAppearances

Stereotypes First Impressions

Jumping toConclusions

Halo Effect


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PhysicalAppearances



Halo Effect


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Physical Appearances



Halo Effect


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Halo Effect


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Halo EffectLicensing is based on Halo Effect


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Halo Effect

In an at temp t to enh ance the im age of JW Marr io t t , theMarriott hotel chains upscale brand, Marriott took overthe Righa Roy al Hotel , an up sc ale hotel in New Yo rk City ,and renam ed i t the JW Marr io t t New York . When th e newname s igns w ent up , the com pany d isc overed tha t scoresof regu lar, up sca le cu s tom ers w ho a lways s tayed a t theRigha when v is i t ing New York Ci ty canceled the i rreservat ion s because th ey d id no t w ant to te l l co l leagues

to con tact them at the Marr io t . F inal ly, the co m panyrestored th e Righ a Hotel name


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CONSUMER IMAGERY

Product Positioning Umbrella Positioning Positioning Against the

Competition Positioning based on

specific benefits Finding an Unowned

Position Filling several positions


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CONSUMER IMAGERY





Competitive Ad
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CONSUMER IMAGERY






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CONSUMER IMAGERY






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CONSUMER IMAGERY






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CONSUMER IMAGERY

Product Repositioning Kentucky Fried Chicken to KFC Dettol Johnson and Johnson

Positioning of Services Tangible Cues


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PERCEIVED PRICE

Reference prices Internal External

Tensile and objective price claims

T il d Obj i P i


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Tensile and Objective PriceClaims

RESEARCHAds tha t s t a te a maximum d iscount l eve l

(Save up to 40% ) a re m or e effect ive thanads s ta t ing the min imum d iscount l eve l(save 10% or more) and ads s ta t ing ad i sco un t rang e (save 10 to 40%)


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PERCEIVED QUALITY

Perceived Quality of Services Extrinsic Cues Major Problem with Services


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AdEmphasizing

TangibleCues


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PERCEIVED QUALITY Retail Store Image


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PERCEIVED QUALITY

RESEARCHA study of retail store image based on comparativepricing strategies found that consumers tend to

perceive stores that offer a small discount on a largenumber of items (i .e. frequ enc y of p ric e adv antage) as having lower prices over all than competingstores that offer larger discounts on a smallernumber of products ( i .e. magnitude of priceadvantage)


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PERCEIVED RISK

Types

Functional Risk Physical Risk Financial Risk Social Risk Psychological

Risk (ego) Time Risk

The degree ofuncertainty

perceived by theconsumer as to theconsequences

(outcome)of a specificpurchase decision.


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Class discussion on perceived risk

PERCEIVED RISK


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How Consumers Handle Risk

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


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PRESENTATION

Presentation Buyology


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GOOD NEWS

QUIZ Term Project Topic / Group Names are

due today !!!


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Learning Presentation Buyology

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