5173 Raj Dhamelia .. 5208 Parth Rasania
Guided BY.. Ingitamam Jain
K.S. SCHOOL OF BUSINESS MANAGEMENT
The process by which people translate sensory
impressions into a coherent and unified view of the
world around them. Though necessarily based on
incomplete and unverified (or unreliable) information.
Perception is equated with reality for most practical
purposes and guides human behavior in general.
Perception in marketing is described as a process
by which a consumer identifies, organizes, and
interprets information to create meaning.
A marketing concept that encompasses a customer's
impression, awareness and/or consciousness about a
company or its offerings.
Customer perception is typically affected by
advertising, reviews, public relations, social
media, personal experiences and other channels.
The immediate and direct response of the sensory
organs to stimuli. A stimulus is any unit of input to any
of the senses.
Excitement , agitation, commotion, dry Ginger,,,
Product, packages, Brand
name, Advertisement and
Sensory function are to see, hear , smell, test, and feel…
Energy of Change may making more effective sensation in
Change should be unique - Traffic Signal ( Horn )
2. Absolute Threshold..
The absolute threshold is the lowest level at which an
individual can experience a sensation.
Point at which a person can detect a difference between
“Something” and “Nothing” is the person’s absolute threshold
for the stimulus.
Ex. Driver of car see
the billboard on the
road different from the
back seated person..
3. Differential Threshold
Minimal difference that can be detected between two
Also known as the just noticeable difference
( the j.n.d.)
GERMAN SCIENTIST ERNST WEBER
He discovered that the j.n.d.
between two stimuli was not an
absolute amount, but an amount
relative to the intensity of the first
Weber’s law states that the
stronger the initial stimulus, the
greater the additional intensity
needed for the second stimulus to
be perceived as different.
According to Weber’s Law An additional level of
stimulus equivalent to the j.n.d. must be added for the
majority of the people to perceive a difference between
the resulting stimulus and the initial stimulus.
Marketers need to determine the relevant j.n.d. for
so that negative changes are not readily discernible to the
so that product improvements are very apparent to
Stimuli that are too weak or too brief to be consciously seen or
heard may be strong enough to be perceived by one or more
This process is called subliminal perception because the
stimulus is down the threshold.
CONSCIOUS AWARENESS AND CHANGES
Extensive research has shown no evidence that
subliminal advertising can cause behavior changes
Some evidence that subliminal stimuli may influence
Human Beings stimuli change during every minute
and every hour of every day..
Physical stimuli from outside Environment..
Other inputs are provided by individual themselves
( Based on previous experience )
Consumers seek out
They can sympathize
Reassure them of good
stimuli meet their
Screening out of
stimuli which are
being bombarded by:
People tend to organize
perceptions into figure-
The ground is usually
Marketers usually design
so the figure is the
Figure and ground
People group stimuli
to form a unified
memory and recall.
Figure and ground
People have a need for
closure and organize
perceptions to form a
Will often fill in missing
remembered more than
Positive attributes of
people they know to
those who resemble
Important for model
Attractive models are
more persuasive for
People hold meanings
related to stimuli
how stimuli are
First impressions are
The perceiver is trying
to determine which
relevant, important, or
People tend not to
listen to all the
Important to put
first in advertising
and evaluate multiple
objects based on just
Used in licensing of
The halo effect
break into new