CONSUMER
PERCEPTION

Edited By
Mr. Amit Garg
CONSUMER PERCEPTION


It is the process by which an individual
selects, organizes and interprets stimuli
into a meaningfu...
ELEMENTS OF PERCEPTION








SENSATION: it is the immediate & direct
response of the sensory organs to stimuli.
Stim...




ABSOLUTE THRESHOLD: the lowest level at
which an individual can experience sensation. The
point at which an individu...


DIFFERENTIAL THRESHOLD OR JUST
NOTICEABLE DIFFERENCE (J.N.D):
The minimal difference that can be
detected between two s...


SUBLIMINAL PERCEPTION: stimuli that are too
weak or too brief to be consciously seen or heard
may prove to be strong en...
CONSUMER IMAGERY






Consumers have a number of enduring
perceptions or images about different products
and brands.
P...
PRODUCT POSITIONING








The image that a product has in the mind of
consumer.
UMBRELLA POSITIONING: creating an ov...


FILLING SEVERAL POSITIONS: marketers create
several distinct offerings often in the form of
different brands. Eg: diffe...
PRODUCT REPOSITIONING






Repositioning may be done due to varied reasons
like- competitors cutting into your market ...
POSITIONING OF SERVICES




It is difficult to position services because of their
intangible nature.
In this case image ...
PERCEIVED PRICE




It affects purchase intention as well as purchase
satisfaction.
REFERENCE PRICES: It is any price th...
PERCEIVED QUALITY




Consumers often judge the quality of a product or
service on the basis of a variety of information...
PERCEIVED RISK












FUNCTIONAL RISK: the risk that the product will
not perform as expected
PHYSICAL RISK: ri...
HOW CONSUMERS HANDLE THE
RISK/GUIDELINES FOR
MARKETERS







CONSUMERS
CONSUMERS
CONSUMERS
CONSUMERS
CONSUMERS
CONS...
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Consumer perception

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Consumer perception

  1. 1. CONSUMER PERCEPTION Edited By Mr. Amit Garg
  2. 2. CONSUMER PERCEPTION  It is the process by which an individual selects, organizes and interprets stimuli into a meaningful & coherent picture of the world. It is like- how we see the world around us.
  3. 3. ELEMENTS OF PERCEPTION     SENSATION: it is the immediate & direct response of the sensory organs to stimuli. Stimulus in itself is any unit of input to any of the senses. Sensory receptors are the human organs (eyes, ears etc) that receive sensory inputs. Human sensitivity is experience of sensation.
  4. 4.   ABSOLUTE THRESHOLD: the lowest level at which an individual can experience sensation. The point at which an individual can distinguish between something & nothing is that person’s absolute threshold. Sensory adaptation: consumers get so used to the current ads that they no longer see them. That’s why advertisers keep on changing their ads regularly.
  5. 5.  DIFFERENTIAL THRESHOLD OR JUST NOTICEABLE DIFFERENCE (J.N.D): The minimal difference that can be detected between two similar stimuli is called differential threshold.
  6. 6.  SUBLIMINAL PERCEPTION: stimuli that are too weak or too brief to be consciously seen or heard may prove to be strong enough to be perceived by one or more receptor cells. This process is called subliminal perception. In this case the stimulus is beneath the threshold of conscious awareness but is above the absolute threshold of the receptors.
  7. 7. CONSUMER IMAGERY    Consumers have a number of enduring perceptions or images about different products and brands. Products & brands have symbolic value for individuals who evaluate them on the basis of their consistency with the personal pictures of themselves. These images carry a lot of importance for the marketers who try to study consumer buying behaviour.
  8. 8. PRODUCT POSITIONING     The image that a product has in the mind of consumer. UMBRELLA POSITIONING: creating an overall image of the company around which a lot of products can be featured individually. POSITIONING AGAINST THE COMPETITION: cash prize of one crore in case of water purifier. POSITIONING BASED ON A SPECIFIC BENEFIT: 2 minutes noodles.
  9. 9.  FILLING SEVERAL POSITIONS: marketers create several distinct offerings often in the form of different brands. Eg: different brands of soaps of the same company.(lux, hamam etc)
  10. 10. PRODUCT REPOSITIONING    Repositioning may be done due to varied reasons like- competitors cutting into your market share, too many competitors stressing the same attributes etc. PERCEPTUAL MAPPING: helps the marketers to determine how their products or services appear to consumers in relation to competitive brands on one or more relevant characteristics. It enables them to see gaps in the positioning of all brands in the product or service class & to identify areas in which consumer needs are not adequately met.
  11. 11. POSITIONING OF SERVICES   It is difficult to position services because of their intangible nature. In this case image becomes a key factor in differentiating a service from its competitors.
  12. 12. PERCEIVED PRICE   It affects purchase intention as well as purchase satisfaction. REFERENCE PRICES: It is any price that a consumer uses as a basis for comparison in judging another price.
  13. 13. PERCEIVED QUALITY   Consumers often judge the quality of a product or service on the basis of a variety of informational cues that the associate with the product. These cues may be intrinsic, extrinsic or both.
  14. 14. PERCEIVED RISK       FUNCTIONAL RISK: the risk that the product will not perform as expected PHYSICAL RISK: risk to self or others that the product may pose FINANCIAL RISK: risk that the product will not be worth its cost SOCIAL RISK: risk that a poor product choice may result in social embarrassment PSYCHOLOGICAL RISK: risk that a poor product choice will bruise consumer’s ego TIME RISK: risk that time spent in product search may be wasted if product does not perform as expected
  15. 15. HOW CONSUMERS HANDLE THE RISK/GUIDELINES FOR MARKETERS       CONSUMERS CONSUMERS CONSUMERS CONSUMERS CONSUMERS CONSUMERS SEEK INFORMATION BECOME BRAND LOYAL SELECT BY BRAND IMAGE RELY ON STORE IMAGE BUY THE MOST EXPENSIVE MODEL SEEK REASSURANCE

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