The document discusses various aspects of consumer perception, including how consumers form perceptions, the elements that influence perceptions like stereotypes, the relationship between perceived quality and price, and how consumers perceive and handle risk when making purchase decisions. It also presents models of how positioning strategies can impact consumer perceptions of brands and products.

1. CONSUMER PERCEPTION
PRESENTED BY:
Mir Zeeshan Ali

2. Contents
1. Perception
2. Dynamics perception
3. Elements of perception
4. Stereotype
5. Model of positioning
6. Product and brand
7. Why is Brand Repositioning Required?
8. Perceived quality

3. Cont…….
9. Perceived quality of product
10. Perceived quality of service
11. Price quality relationship
12. Conceptual Model of the Effects on
Perceived Value
13. Perceived risk

4. Perception
WHAT YOU PERCEIVE?

5. Dynamics of perception
Absolute Differential Subliminal
sensation
threshold threshold threshold

6. ELEMENTS OF PERCEPTION
organization Selection
interpretation
Perceptual

7. ELEMENTS OF PERCEPTION
Selection organization interpretation
• Nature of • Figure and • Depends on:
stimulus ground Previous
• Expectation • Grouping experience;
• Motives • closure Motives &
• Selective interests at
perception that
moment.

8. Stereotype
• It is a belief about specific types of individuals
• It is simplified conceptions of groups based on
some prior assumptions
4 factors that influence stereotype;
• Physical appearances
• Descriptive terms
• First impression
• Halo effect

9. Model of positioning
Consumer
Perceptions
Communication
Positioning
Strategy
Positioning
Objectives
Positioning
Aim

10. Product & Brand
 Product Repositioning
 Effectiveness of Brand Repositioning
→Timely Repositioning
→Contemporary Image
→Changing the Target Segment
→Decisions concerning Repositioning
 Positioning of Service
 Perceived Price
 Reference Price
10

11. Why is Brand Repositioning Required?
New Competitors
eating Market
share
New
Motivation for
Competitors,
brand is low
new features
New offers, new Change in Market
features Share
11

12. Perceived Quality
• Perceived Quality of Products
– Intrinsic vs. Extrinsic Cues
• Perceived Quality of Services
• Price/Quality Relationship

13. Perceived Quality of Products
Intrinsic Cues
• Physical characteristics of the product (such
as size, color, flavor, or aroma) that serve to
influence the consumer’s perceptions of
product quality.
Extrinsic Cues
• Cues external to the product (such as price,
store image, or brand image) that serve to
influence the consumer’s perception of a
product’s quality.

14. Characteristics of Services
• Intangible
• Variable
• Perishable
• Simultaneously Produced
and Consumed

15. SERVQUAL Dimensions for Measuring
Service Quality
DIMENSION DESCRIPTION
Tangibles Appearance of physical facilities equipment
personnel, and communication materials
Reliability Ability to perform the promised service
dependably and accurately
Responsiveness Willingness to help customers and provide
prompt service
Assurance Knowledge and courtesy of employees and
their ability to convey trust and confidence
Empathy Caring, individualized attention the firm
provides its customers

16. Price/Quality Relationship
The perception of price as an indicator of
product quality (e.g., the higher the price,
the higher the perceived quality of the
product).

17. Conceptual Model of the Effects on
Perceived Value
Price, Brand Name, and Store Name
Objectiv
e Price
+ Perception +
of Price
Perceived Perceived
Quality Sacrifice
Perceived
+ Value -
+ -
Willingness
to Buy
A. Conceptual Relationship of Price Effect

18. Cont……
Brand Store
Name Name Objectiv
e Price
Perception Perception + Perception +
of Brand of Store of Price
+ Perceived Perceived
Quality Sacrifice
+
+ Perceived -
Value
+ -
B. Extended Willingness
Conceptualization to to Buy
Include Brand Name and
Store Name

19. Perceived Risk
The degree of uncertainty perceived by
the consumer as to the consequences
(outcome) of a specific purchase
decision.

20. Types of Perceived Risk
• Functional Risk
• Physical Risk
• Financial Risk
• Psychological Risk
• Time Risk

21. How Consumers Handle Risk
• Seek Information
• Stay Brand Loyal
• Select by Brand Image
• Rely on Store Image
• Buy the Most Expensive
Model
• Seek Reassurance