Cb consumer perception

2,911 views
2,643 views

Published on

PERCEPTION

Published in: Self Improvement, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,911
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
182
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Cb consumer perception

  1. 1. <ul><li>TWO PERSONS ONE STIMULI  DIFFERENT REACTIONS AND COMPREHENSION. </li></ul>EXAMPLE: 50 % OFF ON PETER ENGLAND SHIRTS. ONE SAYS VERY GOOD: OTHER SAY COMPANY IS SELLING OUTDATED AND OLD STOCK
  2. 2. <ul><li>DEFINE AS: the process by which an indvidual selects, organizes and interpret stimuli into meaningful and coherent picture of the world. </li></ul><ul><li> 2 different people  can have different perception for same stimuli. </li></ul><ul><ul><li>> so as per needs , values and expectations. </li></ul></ul>
  3. 3. <ul><li>Its keep on changing. </li></ul><ul><ul><li>Example : Recognise at first sight from this picture. </li></ul></ul>
  4. 4. <ul><li>Some say </li></ul><ul><ul><li>A girl </li></ul></ul><ul><ul><li>A flower </li></ul></ul><ul><ul><li>2 girls </li></ul></ul><ul><ul><li>4 girls </li></ul></ul><ul><ul><li>Bunch of flower </li></ul></ul><ul><ul><li>Nothing </li></ul></ul><ul><ul><li>I have not seen it properly </li></ul></ul>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
  5. 5. <ul><li>SO 3 ASPECTS OF PERCEPTION: </li></ul>
  6. 6. <ul><li>1 </li></ul><ul><ul><li>SELECTION </li></ul></ul><ul><ul><ul><li>DEPENDS UPON; </li></ul></ul></ul><ul><ul><ul><ul><li>1.CONSUMER`S PREVIOUS EXPERIENCE </li></ul></ul></ul></ul><ul><ul><ul><ul><li>THEIR MOTIVES AT THE TIME </li></ul></ul></ul></ul>LIST DOWN THE THINGS WHICH COMES IN WAY WHEN YOU ARE IN BIG BAZZAR.
  7. 7. <ul><li>2 </li></ul><ul><ul><li>ORGANIZATION </li></ul></ul>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
  8. 8. <ul><li>FIGURE AND GROUND: Stimuli that contrast with their environment are more likely to be notice. </li></ul><ul><li>Grouping: individual tend to group stimuli so that they form a unified picture or impression. </li></ul><ul><li>Closure: need for closure: by organizing their perception so that they form a complete picture. </li></ul>
  9. 9. 3.INTERPRETATION OF STIMULI <ul><li>3.1 First IMPRESSION : </li></ul><ul><ul><li>SHAMPOOS USE THIS  “ You`ll never have a second chance to make a first impression”. </li></ul></ul><ul><ul><li>3.2 JUMPING TO CONCLUSION: </li></ul></ul><ul><ul><li>-- You hear the beginning and on this you form your conclusion. </li></ul></ul><ul><ul><li>Example: big packing Vs round packing. Or small name dish Vs long name dish. </li></ul></ul>
  10. 10. <ul><li>3.3 HALO EFFECT: </li></ul>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.
  11. 11. CONSUMER PERCEIVED IMAGES ABOUT FOLLOWING AFFECT HIS/HER C.BEHAVIOUR <ul><li>HIS PERCEPTION ABOUT: </li></ul><ul><ul><li>PRODUCT </li></ul></ul><ul><ul><li>BRAND </li></ul></ul><ul><ul><li>SERVICES </li></ul></ul><ul><ul><li>PRICES </li></ul></ul><ul><ul><li>PRODUCT QUALITY </li></ul></ul><ul><ul><li>RETAIL STORES </li></ul></ul><ul><ul><li>MANUFACTURES </li></ul></ul>
  12. 12. PERCEPTION OF RISK <ul><li>THIS VARIES AS PER PERSON, PRODUCT, SITUATION AND CULTURE. </li></ul>
  13. 13. ETHICS AND CONSUMER PERCEPTION <ul><li>NOT MANIPULATE CONSUMER PERCEPTION BUT USE EFFECTIVELY THE POSITIONING STRATEGIES. </li></ul><ul><ul><li>BRANDED ENTERTAINMENT(PRODUCT PART OF SHOW) </li></ul></ul><ul><ul><li>JUST NOTICIBLE DIFFERENCE( GOES UN NOTICED) </li></ul></ul><ul><ul><li>MANIPULATE BY USING PHYSICAL SETTING. </li></ul></ul><ul><ul><li>YOU SHOW YOUR PRODUCT PRICE AFTER SHOWING OTHER PRODUCT PRICE WHICH ARE VERY HIGH. EXAMPLE ART PRINT $200. </li></ul></ul>

×