Consumer Behaviour

1. PERCEPTION
SESSION 3-4
INDIRAH INDIBARA

2. PERCEPTION
A consumer’s awareness and interpretation of
reality
The process by which an individual selects,
organizes, and interprets stimuli into a
meaningful and coherent picture of the world
How we see the world around us

4. DYNAMICS OF
PERCEPTION
 Absolute threshold
The lowest level at which an individual can experience a
sensation
Sensory adaptation

5. Differential
threshold
Minimal difference
that can be
detected between
two similar stimuli
(just noticeable
difference - JND)
DYNAMICS OF
PERCEPTION

6. JND CONCEPT
Weber’s Law –
 The stronger the initial stimulus, the greater the
additional intensity needed for the second stimulus to
be perceived as different.

7. JND: MARKETING
IMPLICATIONS
Marketers need to determine the relevant J.N.D. for their products
so that
 Negative changes are not readily discernible to the public
 Product improvements are very apparent to consumers
• Pricing
• Quantity
• Quality

9. Just Meaningful Difference
Represents the smallest amount of change in a stimulus
that would influence consumer consumption and choice
JMD

10. SUBLIMINAL
PERCEPTION
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 receptor cells.

12. VICARY EXPERIMENT

13. PERCEPTUAL
MAPPING
A research technique that enables marketers to plot
graphically consumers’ perceptions concerning
product attributes of specific brands

15. ASSIGNMENT
Ask 6 respondents about their perception of the 3
brands selected in the product category.
Based on the perceptions shared by the
respondents, decide on two dimensions on which
you can prepare the perceptual map, and position
the 3 brands accordingly.

16. ASPECTS OF
PERCEPTION

17. • Selective Exposure
• Selective Attention
• Perceptual Defense
• Perceptual Blocking
PERCEPTUAL
SELECTION

18. Selection depends on the
 Nature of the stimulus
 Previous experience and Expectations
 Motives

19. ORGANIZATION
(GESTALT
PSYCHOLOGY)
 Figure and
ground
 Grouping
 Closure

22. INTERPRETATION
Selective Distortion
Stereotypes
 Physical Appearances
 Halo Effect
 Descriptive Terms
(“Drive like a woman”)