Your SlideShare is downloading. ×
0
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Mba Cb Perception 1.1
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Mba Cb Perception 1.1

1,797

Published on

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

No Downloads
Views
Total Views
1,797
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
35
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Amity Business School
  • Transcript

    • 1. Amity Business School MBA Class of 2010, Semester III Consumer Behaviour A parna Goyal
    • 2. <ul><li>PERCEPTION </li></ul><ul><li>How we see the world in and around us </li></ul>
    • 3. Perception <ul><li>Consumer as Perceiver </li></ul><ul><li>The objective reality of the product matters a little and what matters is the consumers perception about the product/ brand </li></ul><ul><li>The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is called Perception. </li></ul>Amity Business School
    • 4. <ul><li>THE MESSAGES TO WHICH WE DO CHOOSE TO PAY ATTENTION OFTEN WIND UP DIFFERING FROM WHAT THE SPONSORS INTENDED, AS WE EACH PUT OUR PERSONAL SPIN ON THINGS BY ADOPTING MEANINGS CONSISTENT WITH OUR OWN UNIQUE EXPERIENCES, BIASES AND DESIRES. </li></ul>ADVERTISING ANGLE TO PERCEPTION
    • 5. Factor Shaping Perception is SENSATION <ul><li>SENSATION - The immediate and direct response of our sensory receptors to basic stimuli. </li></ul><ul><li>A perfectly unchanging environment provides little to no sensation at all. </li></ul><ul><li>PERCEPTION - Process by which people select, organize and interpret these sensations. </li></ul><ul><li>Focus is on what we ADD to these raw sensations in order to give them meaning </li></ul><ul><ul><ul><ul><ul><li>Cont…. </li></ul></ul></ul></ul></ul>
    • 6. <ul><li>Decreased Sensory inputs </li></ul><ul><li>Increased Sensory inputs </li></ul><ul><li>Absolute threshold </li></ul><ul><li>Differential threshold </li></ul><ul><li>Subliminal perception </li></ul>
    • 7. <ul><li>Absolute Threshold </li></ul><ul><ul><ul><li>Lowest intensity of a stimulus that can be registered on a sensory channel </li></ul></ul></ul><ul><ul><ul><li>Minimum stimulation that can be detected on a given sensory channel </li></ul></ul></ul><ul><ul><ul><li>Whispering </li></ul></ul></ul><ul><ul><ul><li>Small print characters </li></ul></ul></ul>
    • 8. Differential Threshold <ul><ul><ul><li>Ability of a sensory system to detect changes or differences between two stimuli </li></ul></ul></ul><ul><ul><ul><li>Minimum difference we can detect between two stimuli is the J.N.D. </li></ul></ul></ul>
    • 9. <ul><li>It concerns the perceived differentiation between similar stimuli of varying intensities (the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different). </li></ul>Weber’s Law
    • 10. Marketing Applications of the JND <ul><li>We need to determine the relevant j.n.d. for our products. </li></ul><ul><ul><li>so that negative changes are not readily discernible to the public </li></ul></ul><ul><ul><li>so that product improvements are very apparent to consumers </li></ul></ul>
    • 11. Subliminal Perception <ul><li>Perception of very weak or rapid stimuli received below the level of conscious awareness. </li></ul>
    • 12. Perceptual Process- MARKETING <ul><li>SIGHT EYES </li></ul><ul><li>SOUND EARS </li></ul><ul><li>SMELL NOSE </li></ul><ul><li>TASTE MOUTH </li></ul><ul><li>TEXTURE SKIN </li></ul>
    • 13. EXAMPLES <ul><li>SOFTNESS OF A CASHMERE PULLOVER </li></ul><ul><li>TASTE OF A NEW FLAVOUR OF ICE-CREAM </li></ul><ul><li>SMELL OF FRESH ROSES </li></ul><ul><li>HEARING FAVOURITE SONG </li></ul><ul><li>SEEING A NEAR & DEAR ONE AFTER YEARS </li></ul>
    • 14. HEDONIC CONSUMPTION <ul><li>MULTISENSORY, FANTASY AND EMOTIONAL ASPECTS OF CONSUMERS’ INTERACTIONS WITH PRODUCTS </li></ul><ul><li>Home cleaners with exotic scents – competitive advantage </li></ul>

    ×