Ch- 6

CONSUMER PERCEPTION

Exercises:-

Q2. Define selective perception. And, relate one or two elements of this concept to your own
attention patterns in viewing print advertisements and online commercials.

Ans: The Consumers are tend to perceive things according to their beliefs more than as they really
are, and react accordingly. For this they select stimuli from the environment based on the
interaction of expectations and motives with the stimulus itself. This selection process gives rise
to four important concepts concerning perception. Which are as follows:-

• Selective exposure—consumers actively seek out messages that they find pleasant or
with which they are sympathetic, and they actively avoid painful or threatening ones.
They also selectively expose themselves to advertisements that reassure them of the
wisdom of their purchase decision.
• Selective attention—consumers exercise a great deal of selectivity in terms of the
attention they give to commercial stimuli. They have a heightened awareness of stimuli
that meet their need or interest and minimal awareness of stimuli irrelevant of their need.
• Perceptual defense—consumers subconsciously screen out stimuli that they find
psychologically threatening, even though exposure has already taken place. Thus
Threatening or otherwise damaging stimuli are less likely to be consciously perceived
than are neutral stimuli at the same level of exposure.

• Perceptual blocking—consumers protect themselves from being bombarded with stimuli

by simply “tuning out”—blocking such stimuli from conscious awareness. They do out
self protection because of the visually overwhelming nature of the world in which we
live.

Here we can take the Example of Cadburys ad is a pleasant ad which shows happiness and
celebrating and sharing the happiness. So it is a Selective exposure according to our point of
view.

Q3. Find two print advertisements depicting two of the positioning strategies listed in Table 6.3 and
evaluate the effectiveness of each ad.
Ans:-
Here I have taken the two positioning strategy of the positioning of the ads:
STRATEGY 1:- TOP OF THE RANGE:- Upper class top of the range .
STRATEGY 3:- VALUE FOR MONEY:- reasonably price value for money, affordability.

The positioning strategy of a product is designed to create a perception of a product. The

positioning appeal may be based on a total image rather than an attribute that is unique to the
product, or it can center on a single, important attribute
 MERCEDES BENZ
Positioning Strategy: TOP OF THE
RANGE:- Upper class top of the range
Effectiveness of Ad:
The message they want to convey with this ad
to the consumers that Mercedes Benz is a
perfect upper Class luxury car which has
designed more for the upper class more luxury
than its competitors. After watching this ad,
when a consumer thinks about a luxury car in
that range he/she thinks about Mercedes Benz.
OLAY TOTAL EFFECT
Positioning Strategy: THE BRAND NAME:-
The brand name ,leaders in the market, extra
features, choice, wide range , expensive
Effectiveness of Ad:
With this ad, the company wants to tell that
after using OLAY the consumers will get cured
from 7 signs of ageing and they are targeting
the ladies those who are ageing and above 25
yrs old. It also takes care of your skin and also
make you look younger.

Q4. Select a company that produces several versions of the same product under the same brand
name (one that is not discussed in this chapter). Visit the firm’s Web site and prepare a list of the
product items and the benefits that each item offers to consumers? Are all of these benefits believable
and will they persuade consumers to buy the different versions of the product? Explain your answers?

Ans;- Here I have selected the Products of the same Bands that is of surf Excel

Product version of Colgate toothpaste

Products Benefits

Fast relief from the pain of sensitive teeth. Proven

Colgate sensitive protection from sensitivity with regular use. Fresh
breath

Colgate maxfresh Whitens Teeths. Freshen Breath. Fight Cavities.

 Contains fluoride for cavity protection. Makes fighting cavities fun.
Colgate toothpaste for
Sparkling Colorful gel. Freshens Breath. Bubble fruit flavor and
kids
strawberry flavor.
It is an effective decay preventive dentifrice and helps prevent and
reduce gingivitis when used as directed in a conscientiously applied
Colgate Total 12
programme of oral hygiene and regular professional care. It also helps
reduce the formation of plaque and tartar above the gum line.

Explanation:
Yes, All These all benefits are believable & they will be persuaded by consumers to buy, because
in case of colgate toothpaste & its line extension are giving actual value is equal to the perceived
value.

CHAPTER- 7

CONSUMERS LEARNING
Discussion questions:-

Q.4. Which form of learning (classical conditioning, instrumental conditioning, observational

learning, or cognitive learning) best explains the following consumption behavior: - (a) buying a
six pack of Gatorade, (b) preferring to purchase jeans at a Levi’s store, (c) buying a digital
camera for the first time, (d) buying a new car and (e) switching from one cell phone service to
another ? Explain your choices.

Ans: - (a) buying a six pack of Gatorade –

It may be observational learning. Because by seeing the physic of the person who is using
Gatorade another person may get influenced and start imitating that person as he became role
model for him.

(b) Preferring to purchase jeans at a Levi’s store -

It may be instrumental conditioning. It is a trial and error method after trial of many jeans he or
she comes to know which jeans is perfect for him or her. It results in the most satisfactory
response.

(c) Buying a digital camera for the first time –

It may be innovation adoption under cognitive learning as buyer is buying a digital camera for the
first time so he gathers as much as information as he can and exposure to information resulting in
knowledge , then develop preferences and evaluation toward the different alternatives and then
decide which model to buy and which ones not to buy.

(d) Buying a new car –

It may be decision making model under cognitive learning. as buying a car is not a small
decision, person who is going to buy a new car he has to have so much information about cars
and their features. Then the person tries to evaluate different alternatives and then purchase a car
and after purchase do the post purchase evaluation.
(e) Switching from one cell phone service to another –
It may be an example of promotional model under cognitive learning. A person give attention to
those cell phone services advertisements which those are giving more benefit and then interest
arises and that interest leads to desire and this desire leads to an action means to avail that cell
phone service.

Chapter 8

CONSUMER ATTITUDE FORMATION AND CHANGE

Discussion questions:-

Q.5.Explain how the product manager of a breakfast cereal might change consumer attitudes
toward the company’s brand by: (a) changing beliefs about the brand; (b) changing beliefs
about competing brands; (c) changing the relative evaluation of attributes; and (d) adding an
attribute.

Ans :-(a) As a product manager of a break fast cereal company we can change the beliefs
about the brand by creating awareness through advertising. Our advertisement will focus on
the rich contents of vitamins, fibers and low content of calories.

(b) We can change the beliefs of beliefs of competing brand through competitive advertising.
We can compare our product with our competitor’s product and show our supremacy over
them.

(c) We can focus more on one attribute let it be vitamins. Through this one attribute we have
to position our product in the customer’s mind whose primary concern is vitamin.

(d) By adding an attribute we can also position our product e.g. we can make it rich with
vitamins.

Q.6. The Department of Transportation of a large city is planning an advertising campaign that
encourages people to switch from private cars to mass transit. Give examples of how the
department can use the following strategies to change commuters’ attitudes: (a) changing the
basic motivational function; (b) changing beliefs about public transportation; (c) using self-
perception theory; and (d) using cognitive dissonance.

Ans :- (a) The functional approach will change beliefs regarding mass transit on some basic
motivational functions of attitudes; we have to show our customers how one can work faster
by using mass transit rather than a private car.

(b) According to the assimilation contrast theory, the Transport Department must be careful
about their strategies. The users of private cars will accept only mild changes between the
mode of transportation they are presently using and the mode they are encouraged to use (i.e.,
 mass transit). If the change suggested by the mass transit ads is too extreme, the contrast will
result in the rejection of mass transit as a transportation alternative.

(c) According to self-perception theory, many people carry the beliefs from the Ad and begin
to like the object advertised. The Department of Transportation can show the reduction in air
pollution by using mass transit, and position it as a green transportation mode.

(d) According to cognitive dissonance theory, the Department of Transportation should first
persuade the behavior of people. Thus, the ads for mass transit should be designed to
persuade behavior and encourage people to try mass transit by, for example, offering them
discount over a period of time. The department should reinforce this initial experience by
providing good and dependable service. Which include asking first-time riders for comments,
thus making them feel important, involved, and comfortable about the experience? Cognitive
dissonance theory predicts that an initial, effectively reinforced experience with mass transit
will result in a favorable attitude toward this service and continued use of mass transit.

Q.8. A college student has just purchased a new personal computer. What factors might cause the
student to experience post purchase dissonance? How might the student try to overcome it?
How can the retailer who sold the computer help reduce the student’s dissonance? How can
the computer’s manufacturer help?

Ans - A person’s attitudes may lead to one kind of behavior in one situation and a different
behavior in a different time and place. For example, a person may have a strong preference
for one brand but purchase a brand that is on “special” because of having to economize.
Attitudes are more often relatively consistent with behavior; some times they are influenced
by situational factors. These situational factors such as time, place, and social environment
plays vital role in one’s life. Post purchase dissonance occurs mostly in case of expensive
products. After the purchase, the student might be exposed to ads of other brands with more
features and more extensive software than the computer he or she selected. In order to reduce
post purchase dissonance, the student should see the advantages in his/her computer (i.e., ads
for the brand purchased). The retailer can help by backing the manufacturer’s warranty with a
service contract and by mailing buyer’s information about new software packages for the
computer when such products become available. The manufacturer should help reduce post
purchase dissonance by using advertising which includes messages reassuring purchasers that
they made the “right” choice, offering strong, comprehensive warranties, and providing a toll-
free user-information hotline.
 CASE ANALYSIS
Key Objectives:

 Expectations from the product were set high and providing shine and
health were the key expectations.

 The advertisement established credibility of the claims or established

relevance for the product.

 Yuvraj Singh, the cricket, was a key element in recall and all the
situations registered with the customers; he was a strong hook but did
not hamper brand communication.

 Aftershower become a benchmark for success in Marico.

Key Issue:

 Awareness -77 percent of target group.

 Overall success in creating curiosity about the brand.

 There is a low promotion of polymers; hence, the cream is nonsticky.

 Reactions to the advertising were very positive.

Key Players:

 The male grooming category in India was dominated by blade, shaving

creams and deodorants.

 The major players are Colgate-Palmolive, Gillete, Godrej, Old Spice, and
Park Avenue.

 The category had started registering growth with the entry of Gillete
and Park Avenue.

 The key players in hair cream segments are Sara Lee India(Brycream)
and Uniliver India(Clinic Active).

Key problem:

 The hare cream segment was estimated to be around Rs. 220 million
but the category had a hopeless decline from 400+ ton per annum
 market in 2000, it has dropped to 200 TPA and had slowly became
anattractive.

 There was no competition in the market which lead to the decline of

hair cream segment.

 Another reason was that Uniliver had withdrawn Clinic Active from the
market, leading to the category decline.

Attitudinal model:
1. Theory of trying to consume:

It is designed to account for many cases in which action and outcomes are
not certain but instead reflects the consumer’s attempt to consume.

In this there are often personal impediments and environmental

impediments.

2. Attitude towards ad model:

The consumers form various feelings and judgements as the result of

exposureto an ad.

These feeling and judgement in turn affect the consumer’s attitude

towards the ad and belief about brand secure from exposure to the ad.

Strategy:

 It followed different sources of awareness-TV, a lot of words of mouth

was also working for the brand.