1. 1. Introduction
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent
picture of the world is called perception.[1] Perception (from the Latin perceptio, percipio) is the organization,
identification and interpretation of sensory information in order to represent and understand the
environment. All perception involves signals in the nervous system, which in turn result from physical
stimulation of the sense organs. Consumer perception theory is any attempt to understand how a consumer’s
perception of a product or service influences their behavior.[2]
2. Marketing Concepts
The marketing concepts used in my assignment are:
2.1 Selective Exposure
Consumers seek out messages which are pleasant or with which they can sympathize. They also selectively
expose themselves to advertisements that reassure them of good purchases. [1]
The picture shows an advertisement of Head
and Shoulders shampoo. The advertisement
shows
the
effectiveness
of
Head
and
Shoulders shampoo in removing dandruff
from head leaving no sign of dandruff. This
advertisement makes the consumer believe
that Head and Shoulders shampoo is the best
for treating dandruffs and they should use this
shampoo if they want to have a healthy,
dandruff free hair.
2.2 Grouping
People group stimuli to form a unified impression or concept. Grouping helps memory and recall. Grouping
is used advantageously by marketers to imply certain desired meaning in connection with their products. [1]
1

2. The picture shows an advertisement of Cadbury
Celebrations. It shows a social gathering where
people are in a festive mood sharing and eating
Cadbury Celebrations. The overall mood created
by this advertisement leads to the consumer
associate
gifting
and
eating
Cadbury
Celebrations to share feeling of joy and
happiness with each other.
2.3 Perceived Quality
Consumers often judge the quality of the product on basis of variety of informational cues that they associate
with the product. Cues are intrinsic concern physical characteristics of the product itself. In some cases
consumers use physical characteristics to judge the product quality. Consumers like to believe that they base
their evaluations of product quality on intrinsic cues, because that enables them to justify their product
decisions as being “rational” or “objective” product choices. [1]
The picture shows an advertisement of
Feviquick. Fevikwik is a one drop instant
adhesive that fixes things rather quickly.
The advertisement here portrays the same:
an expensive figurine that's broken gets
fixed before you know it, giving it a
second life. The visuals depict the speed at
which the broken statue gets replaced by a
fixed one. Hence the add focuses on the
quality (reliability and speed) of Feviquick
to fix anything and everything possible.
2

3. 2.4 Motives
People tend to perceive the things they need or want; the stronger the need, the greater the tendency to ignore
unrelated stimuli in the environment. An individual’s perceptual process simply attunes itself more closely to
those elements in the environment that are important to him or her. [1]
The picture shows an advertisement of
Volkswagen Jetta. It shows that the
features and look of the car is so good
that you are ready to do anything to drive
it. It has motivated Ravana to such an
extent that he cut his nine heads in order
to get an opportunity to drive the car.
2.5 Figure and Ground
People tend to organize perceptions into figure-and-ground relationships. The ground is usually perceived as
indefinite, hazy and continuous. The common line that separates the figure and the ground is generally
attributed to the figure rather than the ground, which helps give the figure greater definition. Marketers
usually design so the figure is the noticed stimuli. [1]
The picture shows an advertisement of Sprite. This
advertisement shows a lot of sentences written. The
irrelevant words in each sentence is cut focusing only on
the relevant words written in green which forms the
shape of a Sprite bottle and can be noticed due to yellow
background. This advertisement shows the people who
drink sprite are clear about what they want in life and
focus only on what they want. Their focus is so strong
that it makes them stand distinctly from rest of the crowd.
3

4. 2.6 Physical Appearance
People tend to attribute the qualities they associate with certain people to others who may resemble them,
whether or not they consciously recognize the similarity. The selection of models for advertisements can be a
key element in their ultimate persuasiveness. Attractive models are more persuasive for some products. [1]
The picture advertisement is of Sony Vaio E
series laptops. It features young, hot,
stunning and georgeous celebrity Kareena
Kapoor who is well known for a slim size
zero figure and stylish looks holding a Sony
Vaio E series laptop. This advertisement
communicates that Sony Vaio E series
laptops are slim, light weight, available in
stylish and attractive eye catching colors.
Owning such laptops will make a person feel
that he/she has a style quotient of his/her
own.
2.7 Product Positioning Based on a Specific Benefit
The essence of successful marketing is the image that the product has in the mind of the consumer- that is its
positioning. The core of effective positioning is a unique position that the product occupies in the mind of
consumer. The use of slogans that smartly and precisely depict key benefits of the brands they promote and
have effectively positioned these brands in the minds of consumers. [1]
4

5. The picture advertisement is of Dove
soap. It says that when you wash your
face with dove soap, it comes off like a
cream moistening the skin; unlike other
soaps that make your skin rough. So
dove soap uses moistening cream as its
unique
selling
proposition
which
makes it distinct from its competitors
and also to position it distinctly in the
mind of its target customers.
2.8 Product Repositioning
Regardless of how well a product appears to be, the marketers may be forced to reposition it in response to
market events, such as a competitor cutting into the brand’s market share or too many competitors stressing
the same attribute. Another reason to reposition a product is to satisfy changing consumer preferences. [1]
The picture advertisement is of Fanta.
Through this advertisement Fanta repositions
itself as a soft drink that has 30% less sugar
with respect to other soft drinks. So through
this advertisement Fanta wants to re position
itself as a low sugar contained drink in the
mind of its target consumers who are
showing consciousness towards healthy and
less sugar contained diet or drink. Consumers
knowing that Fanta contains less sugar will
prefer to buy it over other soft drink.
5

6. 2.9 Halo Effect
Halo effect has been used to describe situations in which the evaluation of a single object or person on a
multitude of dimensions is based on the evaluation of just one or a few dimensions. It includes the evaluation
of multiple objects on the basis of evaluation of just one dimension (e.g. a brand name).[1]
The picture advertisement is of Parachute Advances
Body Lotion. Parachute is an established brand name
concerned with hair care products. Parachute hair care
products stand for enhancing the strength and shine of
hair and prevents hair fall. So the launch of the new
Parachute Advances Body Lotion will make the
consumers believe that the lotion will make the skin soft,
smooth as well as protect it from the harmful effects of
sun rays i.e., prevent skin tanning in summers. Hence the
consumers will judge this new product based on its
established brand name and will purchase it.
2.10 Stereotypes
Individuals tend to carry pictures in their minds of the meaning of various kinds of stimuli. These
stereotypes serve as expectations of what specific situations, people or events will be alike, and they are
important determinants of how such stimuli are subsequently perceived. [1]
6

7. The picture advertisement is of Dabur Gulabari
Premium Gulabjal. It features Vanya Mishra who
is Miss India World 2012. It says that the beauty
secret of Miss India is that she uses Dabur
Gulabari Premium Gulabjal on her face that makes
her skin fair and also makes it glow. Thus the use
of Dabur Gulabari Premium Gulabjal has made
her look so beautiful that she has won the Miss
India crown.
Girls want to look beautiful. So this advertisement
targets the girls and makes them perceive that they
can also be beauty queen one day if they use
Dabur Gulabari Premium Gulabjal as the product
will enhance their beauty and make them look fair.
7

8. 3. References
1. Leong G. Schiffman and Leslie Lazar Kanuk, Consumer Behavior (Pearson Education, Ninth
Edition), ch. 6.
2. http://en.wikipedia.org/wiki/Perception (assessed on 6.4.2013)
8