Cb consumer perception
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Cb consumer perception

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PERCEPTION

PERCEPTION

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Cb consumer perception Cb consumer perception Presentation Transcript

    • TWO PERSONS ONE STIMULI  DIFFERENT REACTIONS AND COMPREHENSION.
    EXAMPLE: 50 % OFF ON PETER ENGLAND SHIRTS. ONE SAYS VERY GOOD: OTHER SAY COMPANY IS SELLING OUTDATED AND OLD STOCK
    • DEFINE AS: the process by which an indvidual selects, organizes and interpret stimuli into meaningful and coherent picture of the world.
    •  2 different people  can have different perception for same stimuli.
      • > so as per needs , values and expectations.
    • Its keep on changing.
      • Example : Recognise at first sight from this picture.
    View slide
    • Some say
      • A girl
      • A flower
      • 2 girls
      • 4 girls
      • Bunch of flower
      • Nothing
      • I have not seen it properly
    INDIVIDUAL RECOGNISE THE STIMULI AS PER HIS PERSONAL NEEDS,EXPECTATION, EXPERIENCES: 1000 OF STIMULI EVERY DAY,HOUR ,SECOND BUT YOU CONCENTRATE ON ONLY FEW : WHY SO View slide
    • SO 3 ASPECTS OF PERCEPTION:
    • 1
      • SELECTION
        • DEPENDS UPON;
          • 1.CONSUMER`S PREVIOUS EXPERIENCE
          • THEIR MOTIVES AT THE TIME
    LIST DOWN THE THINGS WHICH COMES IN WAY WHEN YOU ARE IN BIG BAZZAR.
    • 2
      • ORGANIZATION
    INDIVIDUAL PERCEIVE A SMALL STIMULI TO BE FUNCTION OF WHOLE. PICTURE OF OLD/YOUNG LADY TOGETHER: SO YOUR PERCEPTION AND HOW YOU PERCEIVED GROUND: SEE FIGURE AT PAGE 185 (schiffman book) 3 BASIC PRINCIPLES OF ORGANIZATION: 1. FIGURE AND GROUND, 2. GROUPING, 3. CLOSURE
    • FIGURE AND GROUND: Stimuli that contrast with their environment are more likely to be notice.
    • Grouping: individual tend to group stimuli so that they form a unified picture or impression.
    • Closure: need for closure: by organizing their perception so that they form a complete picture.
  • 3.INTERPRETATION OF STIMULI
    • 3.1 First IMPRESSION :
      • SHAMPOOS USE THIS  “ You`ll never have a second chance to make a first impression”.
      • 3.2 JUMPING TO CONCLUSION:
      • -- You hear the beginning and on this you form your conclusion.
      • Example: big packing Vs round packing. Or small name dish Vs long name dish.
    • 3.3 HALO EFFECT:
    3.INTERPRETATION OF STIMULI EVALUATION OF A SINGLE OBJECT or PEOPLE IS BASED ON JUST ONE or FEW DIMENSIONS. EXAMPLE: MAN IS TRUSTWORTHY, FINE AND NOBLE BECAUSE HE LOOKS YOU IN THE EYE WHEN HE SPEAKS.
  • CONSUMER PERCEIVED IMAGES ABOUT FOLLOWING AFFECT HIS/HER C.BEHAVIOUR
    • HIS PERCEPTION ABOUT:
      • PRODUCT
      • BRAND
      • SERVICES
      • PRICES
      • PRODUCT QUALITY
      • RETAIL STORES
      • MANUFACTURES
  • PERCEPTION OF RISK
    • THIS VARIES AS PER PERSON, PRODUCT, SITUATION AND CULTURE.
  • ETHICS AND CONSUMER PERCEPTION
    • NOT MANIPULATE CONSUMER PERCEPTION BUT USE EFFECTIVELY THE POSITIONING STRATEGIES.
      • BRANDED ENTERTAINMENT(PRODUCT PART OF SHOW)
      • JUST NOTICIBLE DIFFERENCE( GOES UN NOTICED)
      • MANIPULATE BY USING PHYSICAL SETTING.
      • YOU SHOW YOUR PRODUCT PRICE AFTER SHOWING OTHER PRODUCT PRICE WHICH ARE VERY HIGH. EXAMPLE ART PRINT $200.
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