A REPORT
ON

Field study on Perception
SUBMITTED BY
Lav Kumar (12397042)
Mahendar S.D. (12397045)
Mahesh Sherkhane (123970...
Field study on Perception

Content
Sr. No.

Content

1

Introduction

2

Need for study

3

Data analysis and interpretati...
Field study on Perception

Field study on Perception
1. Introduction

The process of perception begins with an object in t...
Field study on Perception

Stimuli are not necessarily translated into a percept and rarely does a single stimulus
transla...
Field study on Perception

2. Need for study

Perception is the basis for our ability to navigate and interact with the wo...
Field study on Perception

Furthermore, the study of perception allows us to understand the systems by which we
organize o...
Field study on Perception

3. Data analysis and interpretation
Companies build brands to improve the image of their produc...
Field study on Perception

Q5. Which of the following, according to you, help build a good brand image?
a) Quality
b) Comp...
Field study on Perception

Q10.Do you think about the warranty and guarantee before purchasing branded
product?
a) Yes
b) ...
Field study on Perception

B.) Public Response on Brand Perception

Response Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11...
Field study on Perception

43
44
45
46
47
48
49
50

b
a
a
b
b
b
a
b

b
b
a
a
b
a
a
a

a
b
a
a
a
a
a
a

a
b
b
b
b
a
a
b

a
...
Field study on Perception

C.)

Graphical Presentation of Response

Que.1

Que.2
b, 11

a, 13
b, 37

a, 39

Que.3
b, 6

Qu...
Field study on Perception

Que.7

Que.8
a, 18

b, 23

a, 27

b, 32

Que.9

Que.10
a, 9

b, 21
a, 29

b, 41

Que.11
b, 5

Q...
Field study on Perception

4. Conclusion

14
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Field study on perception

  1. 1. A REPORT ON Field study on Perception SUBMITTED BY Lav Kumar (12397042) Mahendar S.D. (12397045) Mahesh Sherkhane (12397046) Mayank Kumar (12397050) Nanda Kumar (12397054) UNDER GUIDANCE OF Dr. K. Lavanyalatha DEPARTMENT OF MANAGEMENT STUDIES PONDICHERRY UNIVERSITY, PONDICHERRY – 605 014
  2. 2. Field study on Perception Content Sr. No. Content 1 Introduction 2 Need for study 3 Data analysis and interpretation 3.1 Questionnaire sample 3.2 Public Response 3.3 Page No. 2
  3. 3. Field study on Perception Field study on Perception 1. Introduction The process of perception begins with an object in the real world, termed the distal stimulus or distal object. By means of light, sound or another physical process, the object stimulates the body's sensory organs. These sensory organs transform the input energy into neural activity—a process called transduction. This raw pattern of neural activity is called the proximal stimulus. These neural signals are transmitted to the brain and processed. The resulting mental recreation of the distal stimulus is the percept. Perception is sometimes described as the process of constructing mental representations of distal stimuli using the information available in proximal stimuli. An example would be a person looking at a shoe. The shoe itself is the distal stimulus. When light from the shoe enters a person's eye and stimulates their retina, that stimulation is the proximal stimulus. The image of the shoe reconstructed by the brain of the person is the percept. Another example would be a telephone ringing. The ringing of the telephone is the distal stimulus. The sound stimulating a person's auditory receptors is the proximal stimulus, and the brain's interpretation of this as the ringing of a telephone is the percept. The different kinds of sensation such as warmth, sound, and taste are called "sensory modalities". Psychologist Jerome Bruner has developed a model of perception. According to him people go through the following process to form opinions. 1. When a perceiver encounters an unfamiliar target we are opened different informational cues and want to learn more about the target. 2. In the second step we try to collect more information about the target. Gradually, we encounter some familiar cues which help us categorize the target. 3. At this stage the cues become less open and selective. We try to search for more cues that confirm the categorization of the target. At this stage we also actively ignore and even distort cues that violate our initial perceptions. Our perception becomes more selective and we finally paint a consistent picture of the target. 3
  4. 4. Field study on Perception Stimuli are not necessarily translated into a percept and rarely does a single stimulus translate into a percept. 4
  5. 5. Field study on Perception 2. Need for study Perception is the basis for our ability to navigate and interact with the world around us, because of this it is important to understand how perception works within the body and brain. We need to be able to sense and perceive smells, tastes, sights, and sounds in order to survive in the world. For example, when we touch a hot stove the stove is doing damage to our body . If we did not have the ability to feel the "burning sensation" associated with being burnt by the hot stove, how would we know when damage was being done. Really, we wouldn't know not to touch it. We wouldn't be able to associate the stove with the unpleasant burn, and more importantly, we wouldn't be able to associate the hot stove or burn with other threatening hot surfaces or occurrences. For obvious reasons this poses a huge risk to our livelihood. Instead we have a comprehensive and intricate system of sensory nerves that communicate with the brain, the organ which can then assign meaning to the world around us. Another example is our ability to sense danger through smell. When we smell smoke, we know there is something wrong. Additionally, when we feel pain in our bodies (stomach aches, organ pain, muscle pain, etc) we know that we need to do something to remedy it. Along the lines of medicine, our ability to sense pain in our bodies allows doctors to diagnose and treat illnesses that might otherwise be life-threatening. As Anthony Greene notes, perception is our only means of connection to the world outside our bodies. Without perception to guide us, we would have no knowledge or experience. Furthermore, our sensory systems allow us to identify nourishment and differentiate it from poisonous or distasteful food items. Along similar lines as the previous examples of protection of the self is the fact that sensation and perception aids in maintaining homeostasis. For example, when it is cold outside the body needs to adjust for the temperature change. Just as we wear coats and other warm articles of clothing to deal with cold weather, the sensors in the skin also send signals to the brain to adjust internal body temperature. The body's ability to adjust to different temperatures allows us to live in many different environments from the tropics to the arctic. Similarly, the ability to adjust temperature allows the body to fight foreign invaders. 5
  6. 6. Field study on Perception Furthermore, the study of perception allows us to understand the systems by which we organize our world. The way in which we mentally organize our world also allows us to modify current thoughts, beliefs; allows us to organize new information by creating associations between old and new information. For example, certain pictures represent words; remind us of formulas, names, feelings, etc. Aside from understanding mental organization, we're also better able to understand how individuals perceive the world. This is because perception affects the way that people come to view themselves, those around them, and the environment around them 6
  7. 7. Field study on Perception 3. Data analysis and interpretation Companies build brands to improve the image of their products among the public. Various strategies like improving the quality, increasing distribution, communication and advertising through integrated market communications, sales promotions, etc. Brand perception questionnaire helps to understand the perception of different brands among the minds of customers. A). Brand Perception Questionnaire Sample Q1. Do you buy only branded products? a) Yes always b) Never Q2. Are you a loyal customer for the products you buy? a) Yes always. I stick to the same products. b) Never. I keep experimenting with new products. Q3. Are you a price sensitive consumer? a) Yes b) No Q4. Will you stick to the same product if their price is increased (and you are a loyal customer to the product)? a) Yes, irrespective of the price increase b) No. I may look for different products 7
  8. 8. Field study on Perception Q5. Which of the following, according to you, help build a good brand image? a) Quality b) Competitive pricing Q6. Are popular celebrities good brand ambassadors and is investing in them a good strategy? a) Yes b) No Q7. Do you use products because they are most available? a) Yes b) No Q8. If there is scarcity of branded quality product in the market, then you are willing to buy that product by paying more than MRP? a) Yes b) No Q9. While purchasing branded product, you take the suggestion from other person along with you during purchasing? a) Yes b) No 8
  9. 9. Field study on Perception Q10.Do you think about the warranty and guarantee before purchasing branded product? a) Yes b) No Q11. You purchase branded product because they provide good service after purchasing the product? a) Yes b) No Q12. You give preference for purchasing branded product….. a) By online shopping b) By shop 9
  10. 10. Field study on Perception B.) Public Response on Brand Perception Response Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11 Q.12 No. 1 b a a a a b a b b b a b 2 b a a a a b a a b b a b 3 b a a a a a b b a a a b 4 b b b a a b b b b b b a 5 b a a a b b a a a b a b 6 a a a b a a b b a b a b 7 b a a a a a a b a a a a 8 a a a a a b a b a b a a 9 b a a a a b b a a b a b 10 b a b a b b b b b a b b 11 b b a b b b a a a b a b 12 b a a a a a a b b b a a 13 a b b b a b b b b b a a 14 b a a a a a a a a b a b 15 b a a b a b a a a b a b 16 a a a a a b a b b b a b 17 a a a a a b b a a b a b 18 b b a a a a a b a b b a 19 b b a a a b a b b a a b 20 b a a a a a b a b b a b 21 b a b b a b a b a b a a 22 b a b b a b a a a b a b 23 b a a a a b b b b b a b 24 a a a b a a a a a b a b 25 a a a a a a b b b a a a 26 b a a a a b b b b b a b 27 b a a b a b a b a b a b 28 a b a a a b a b a b a b 29 b a a b b a a a b a a b 30 b a a a a b a b a b a b 31 a a a a a b b b a b a b 32 b a a b a a b a b b a b 33 b a a a a a a b a b b b 34 b a a a a a a b b a a b 35 b b a a a b a b a b a a 36 b a a b a b b b b b a a 37 b a a b b b b a a b a b 38 a a a b b b a a a b a b 39 b a a b a a a a b a a b 40 b a a a a b b b a b a b 41 b b a a a b a a a b a b 42 b a a a a b b b b a a b 10
  11. 11. Field study on Perception 43 44 45 46 47 48 49 50 b a a b b b a b b b a a b a a a a b a a a a a a a b b b b a a b a a b a a a a a b b a b b b b a b b b a a b b b b b a b b a b b a a a a b b b a b b b b b b b b a b a a a a a a b b b a b b b a 11
  12. 12. Field study on Perception C.) Graphical Presentation of Response Que.1 Que.2 b, 11 a, 13 b, 37 a, 39 Que.3 b, 6 Que.4 b, 19 a, 31 a, 44 Que.5 Que.6 b, 7 a, 16 a, 43 b, 34 12
  13. 13. Field study on Perception Que.7 Que.8 a, 18 b, 23 a, 27 b, 32 Que.9 Que.10 a, 9 b, 21 a, 29 b, 41 Que.11 b, 5 Que.12 b, 12 a, 45 a, 38 13
  14. 14. Field study on Perception 4. Conclusion 14

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