Consumer perception


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Consumer perception

  1. 1.  Arslan Ahmed
  2. 2.  Perception:  Process via which consumers select and organize stimuli, so as to provide themselves with a meaningful and coherent view of the world  More than sensing something  Assigning meaning and incorporating it into their world  Part of the “Information Processing” process
  3. 3.  Sensation  Absolute threshold  Differential threshold  Subliminal perception
  4. 4.  Sensation  The immediate and direct response of the sensory organs to stimuli.  A perfectly unchanging environment provides little to no sensation at all!
  5. 5.  Absolute threshold:  Absolute threshold is the lowest intensity at which a stimulus can be detected 50% of the time. The absolute threshold can be influenced by several different factors, such as the subject's motivations and expectations, cognitive processes, and whether the subject is adapted to the stimulus.
  6. 6.  Differential Threshold:  The ability of a sensory system to detect changes or differences between two stimuli  Minimum difference between two stimuli is the j.n.d. (just noticeable difference)  Example: packaging updates must be subtle enough over time to keep current customers
  7. 7.  Subliminal Perception:  Perception of very weak or rapid stimuli received below the level of conscious awareness.  Is Subliminal Persuasion Effective?  Extensive research has shown no evidence that subliminal advertising can cause behavior changes  Some evidence that subliminal stimuli may influence affective reactions
  8. 8. We receive external stimuli through our five senses
  9. 9.  Factors influence our perception.  Exposure  Attention  Interpretation
  10. 10.  Exposure:  Exposure involves the extent to which we encounter a stimulus.  We are exposed to numerous commercial messages while driving on freeway.  Example, Bill boards Radio Advertisement
  11. 11.  Attention:  Attention is actually a matter of degree  Our attention may be quite high when we read directions for getting an income tax refund, but low when commercials come on during a television program.  Example :  If an advertisement for a product in which we are interested comes on.
  12. 12.  Interpretation: Interpretation involves making sense out of the stimulus. Example: when we see a red can, we may recognize it is a “Coke” and blue can for “Pepsi”.
  13. 13.  Weber’s Law  Ability to note a change in a stimulus, depends on its initial level  Example:  $500 increase in the price of a car  $500 increase in the price of a personal computer  P (notice a stimulus change) = Change in stimulus /Initial level of stimulus
  14. 14.  Closure: Individual tend to express their need closure by organizing their perception so that form a complete picture. Example: circle or Arc? show piece or Two faces?
  15. 15.  Relevance:  One of obvious issue is relevance, consumer when they have choice , are also more likely to attend to stimuli relevant to them.
  16. 16.  Repetition:  Consumer often do not give much attention to stimuli, if it seen over and over again.  The cumulative impact will be greater here. Surprising stimuli:  Are likely to get more attention .  Greater contrast:  Difference between the stimulus and its surroundings.  Greater prominence:  Greater size center placement.
  17. 17.  Make perceptual selection work in your favour.  Increase accidental exposure  Draw attention to your ad using contrast and other principles  Find creative ways to reduce blocking
  18. 18.  Ensure that consumers organize and interpret messages correctly  Develop suitable consumer imagery  Find ways to reduce perceived risk
  19. 19.  Satisfaction-based Pricing  Relationship Pricing  Efficiency Pricing
  20. 20.  Reference prices:  Internal  External  Tensile and objective price claims
  21. 21.  Evaluations least favorable for ads stating the minimum discount level  Ads stating maximum discount levels are better than stating a range
  22. 22.  Perceived Quality of Products  Intrinsic vs. Extrinsic Cues  Perceived Quality of Services  Price/Quality Relationship
  23. 23.  The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product).
  24. 24.  Functional Risk  Physical Risk  Financial Risk  Psychological Risk  Time Risk
  25. 25.  Functional risk: Product will not perform as expected.  Physical risk: Risk to self and others ...... Like use of cell phone.  Financial risk: The product will not be worth its cost.
  26. 26.  Social risk: Poor product choice may result in social embarrassment .  Time risk: Time spent in product search may be wasted if the product does not perform as expected.
  27. 27.  Seek Information  Stay Brand Loyal  Select by Brand Image  Rely on Store Image  Buy the Most Expensive Model  Seek Reassurance
  28. 28.  Ads for children; ban on TV ads containing cartoons character promoting products during children shows in which they themselves appear (misperceived by kids to be part of the show)  Thirty minute infomercials misperceived as documentaries
  29. 29.  Example  Red colour is perceived as sign of danger and sorrow in chinese culture  While in our culture Red colour is perceived as sign of Love, Glamour & Attraction