CHAPTER SIX

Consumer Perception

Perception
From the Latin word perceptio. The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
Elements of Perception
Sensation Absolute threshold Differential threshold Subliminal perception
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Sensation and Absolute Threshold

Sensation is the immediate and direct response of the sensory organs to stimuli
A stimulus is any unit of input to any of the senses. Sensory receptors are the human organs (eyes, ears, nose, tongue, skin). The receptors act at different efficiencies from person to person A blind person may have a highly developed hearing sensation A person leaving in Mumbai or now even Ahmedabad may not find horns and traffic very prominently irritating

The absolute threshold is the lowest level at which an individual can experience a sensation. E.g. sign boards on highway

Differential Threshold (Just Noticeable Difference j.n.d.)

Minimal difference that can be detected between two similar stimuli Webers law
The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. E.g. I buy juice can of 1 ltr at Rs. 150. The price has gone by Rs. 2, I may not notice it much, but if the price goes up by ten, I my notice the change. Price of petrol

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Subliminal Perception
Stimuli that are too weak or too brief to be consciously seen or heard
They may be strong enough to be perceived by one or more receptor cells. Is it effective? Extensive research has shown no evidence that subliminal advertising can cause behavior changes Some evidence that subliminal stimuli may influence affective reactions

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Subliminal Perception
Research shows that there is a certain level of association between the brands position and subliminal persuasion i.e. if you wear Reebok shoes you can run faster If you are in British Library, you can get better range of literature reading

Sensory Dynamics of Perception

Sensation- sensory Absolute Threshold- lowest point of differentiating something and nothing Differential Threshold- just-noticeable-difference Subliminal Perception- Stimuli that are too weak or too brief to be consciously seen or heard

Elements of Perception
A human being is constantly exposed to a number of stimuli every time Intensive stimulation bounces off most individuals, as one subconsciously blocks it Perception is a combination of these stimuli (which creates a meaning) and past experiences and notions

Selection Organization
Interpretation
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Perceptual Selection
Selection Depends Upon:

Nature of the stimulus

Expectations

Includes the products physical attributes, package design, brand name, advertising. Contrast Advertising

Based on familiarity, previous experience or expectations.

Motives

Needs or wants for a product or service.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Six Slide 15

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Frooti- Giant Sized Mangoes, Product enlargement

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Vodafone: Music, and Emotional Stimuli

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Expectations
People see and believe that the qualities exhibited are surely expected as the result of usage of that product At times these qualities may be very superficial, but still the viewers start expecting similar results from the usage. They perceive the product to be a performer, in a way
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DOVE

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AXE

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Motives
An individuals perceptual process simply attunes itself more closely to those elements in the environment that are important to him or her

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OLAY

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Perceptual Selection Important Concepts

Selective Exposure
Consumers seek out messages which: Are pleasant They can sympathize Reassure them of good purchases

Selective Attention
Heightened awareness when stimuli meet their needs Consumers prefer different messages and medium

Perceptual Defense
Screening out of stimuli which are threatening

Perceptual Blocking
Consumers avoid being bombarded by: Tuning out

e.g. statutory warning on cigarette packets

Perceptual Organization
Principles
Figure and ground Grouping Closure
Stimuli that contrast with their environment are more likely to be notices. e.g. louder or very soft music, very bright or hazy colors
Marketers usually design so the figure is the noticed stimuli. The music should not suppress the jingle, or the message

Organization
Principles
Figure and ground Grouping Closure People group stimuli to form a unified impression or concept. Grouping helps memory and recall. E.g. milk increases calcium in body, so strengthen bones, so avoid osteoporosis

Chapter Six Slide 26

Got Milk

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Organization
Principles
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

Chapter Six Slide 28

Interpretation
Stereotypes Stereotypes
Physical PhysicalAppearances Appearances Descriptive DescriptiveTerms Terms First FirstImpressions Impressions Halo Effect Halo Effect
Chapter Six Slide 29

People hold meanings related to stimuli

Interpretation
Stereotypes Stereotypes
Physical Appearances Physical Appearances Descriptive DescriptiveTerms Terms First FirstImpressions Impressions Halo HaloEffect Effect
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 30

Positive attributes of people they know to those who resemble them Important for model selection

Interpretation
Verbal messages reflect stereotypes

Stereotypes Physical Appearances Descriptive Terms First Impressions Halo Effect

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Six Slide 31

Interpretation
Stereotypes Stereotypes
Physical Appearances Physical Appearances Descriptive DescriptiveTerms Terms First FirstImpressions Impressions Halo HaloEffect Effect
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 32

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

Interpretation
Stereotypes Stereotypes
Physical Appearances Physical Appearances Descriptive DescriptiveTerms Terms First FirstImpressions Impressions Halo HaloEffect Effect
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Six Slide 33

Consumers perceive and evaluate multiple objects based on just one dimension

Product Positioning
Establishing a specific image for a brand in the consumers mind in relation to competing brands Conveys the product in terms of how it fulfills a need Successful positioning creates a distinctive, positive brand image

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Packaging as a Positioning Element

Packaging conveys the image that the brand communicates to the buyer. Color, weight, image, and shape are all important. Repositioning might be necessary because:
Increased competition Changing consumer tastes

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Perceptual Mapping
An analytical technique that enables marketers to plot graphically consumers perceptions concerning product attributes of specific brands It allows them to see gaps in the positioning of all brands in the product or service class and identify areas in which new offerings can be developed
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Positioning of Services
Image is a key factor for services Services often want a differentiated positioning strategy to market several versions of their service to different markets.

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Perceived Price and Perceived Quality

Reference prices used as a basis for comparison in judging another price
Internal External

Perceived Quality of Products

Intrinsic vs. Extrinsic Cues

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Closing: Perception

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