The document discusses various concepts related to perception, including:
1) The key elements of perception - sensation, selective attention, organization and interpretation. It also discusses thresholds, adaptation and factors influencing selection.
2) Concepts that influence perception like stereotypes, physical appearances, positioning and imagery.
3) Risk perception and how marketers can address it through reassurance, store image and branding.
4) The importance of positioning products through benefits, country of origin, and adapting positioning over time.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
Dynamics of Perception
Elements of Perception
This was one of my projects for a Consumer Behaviour module at university, the presentation itself has some pretty impressive effect, and also three videos which unfortunately do no play here. If you interested in this presentation I am more than happy to send the actual version to anyone.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
Dynamics of Perception
Elements of Perception
This was one of my projects for a Consumer Behaviour module at university, the presentation itself has some pretty impressive effect, and also three videos which unfortunately do no play here. If you interested in this presentation I am more than happy to send the actual version to anyone.
The presentation describes the perceptual process of consumers. It also briefly discusses the marketing implications of the perception. The slides also contain a quick class activity and possible assignment for students. With multiple examples, the presentation is an easy-to-use class teaching material.
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
How Consumer perception when they seing logo of any brand and what things company mentioned while making their company's LOGO
This is a part of an assignment done at Symbiosis Institute of Business Management, Bengaluru
Slides for Dr. Robert Ristino's keynote presentation to the Providers' Council's seminar on the Power of Branding on April 7, 2010 at the Crowne Plaza Hotel in Natick, Massachusetts. Dr. Ristino is an adjunct professor at Clark University. Ristino has a 30-year career in organizational communications and has served in public relations management positions at General Electric and UMass Memorial Healthy System.
The presentation describes the perceptual process of consumers. It also briefly discusses the marketing implications of the perception. The slides also contain a quick class activity and possible assignment for students. With multiple examples, the presentation is an easy-to-use class teaching material.
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
How Consumer perception when they seing logo of any brand and what things company mentioned while making their company's LOGO
This is a part of an assignment done at Symbiosis Institute of Business Management, Bengaluru
Slides for Dr. Robert Ristino's keynote presentation to the Providers' Council's seminar on the Power of Branding on April 7, 2010 at the Crowne Plaza Hotel in Natick, Massachusetts. Dr. Ristino is an adjunct professor at Clark University. Ristino has a 30-year career in organizational communications and has served in public relations management positions at General Electric and UMass Memorial Healthy System.
206MKT
Applied Advertising
Week 3 Workshop B
Consumer Behaviour
1
Learning Objectives
By the end of the session students should be able to:
Explain ways in which consumer behaviour may affect advertising decisions
Discuss how advertising can appeal to consumer involvement and motivation
Explain the link between advertising and consumer perception
What is Consumer Behaviour?
Influencing Human Behaviour
“Marketing is essentially a means of influencing human behaviour – typically consumer behaviour”
(Jobber 2012)
Understanding customers
How do they buy?
What are their choice criteria?
Customers
Who is important?
Where do they buy?
When do they buy?
Understanding consumer behaviour when buying goods.
5
Consumer Buyer Behaviour
Influences
Cultural Factors
- Culture, Sub-culture, Social Class
Social Factors
- Groups, Family, Roles
Personal Factors
- Age, life cycle stage, occupation, economic circumstances, lifestyle, personality
Psychological Factors
- Personality, mood, attitudes, beliefs
Classification of Consumer Products
Convenience
Staple (e.g. Contents of the typical supermarket trolley)
Impulse
Emergency
Shopping (e.g. durables)
Speciality (exclusive e.g. designer clothing, long-haul holidays)
Unsought (e.g. insurance)
Compare and contrast how we buy things differently according to the type item and according to the context/situation we find ourselves in
7
Decision Making Unit (DMU)
Influencer
Financier/Decider
Initiator
Buyer
User
Initiator – begins the process of considering a purchase. Information may be gathered by person to support decision.
Influencer – attempts to persuade others of the outcome, what to buy and who from! Impose their choice criteria on the end user.
Decider – power and financial authority.
Buyer – conducts the transaction, makes payment.
User – the consumer of the product/service.
8
Decision Making Unit - example
Which member(s) of the DMU is this advert trying to target?
Trying to target families, particularly children.
Pester power
Influencer, decider, buyer – parents
Initiator - child
9
Group Exercise
Identify what DMU apply to your identified competitors in your coursework
Trying to target families, particularly children.
Pester power
Influencer, decider, buyer – parents
Initiator - child
10
Decision making process
Level of involvement
Extensive Problem Solving
Limited Problem Solving
Routine Response
Impulse
See Dibb et al (2001)
FCB
Richard Vaughan of the Foote, Cone and Belding advertising agency has created a grid based on level of involvement and whether the decision making concerns mainly thinking (rational motives) or feeling (emotional motives)
ThinkingFeeling High involvementInformative strategies for products that are technical in nature and purchased based on rational thinking and motives .
For examples, cars, house, computers, etc.Affective strategies for products that provide psychological benefits
For example, cosmetics, ...
Prix Galien International 2024 Forum ProgramLevi Shapiro
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ONCOLOGICAL AND INFLAMMATORY SKIN DISEASES?
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- ETHICAL CHALLENGES IN LIFE SCIENCES
- Prix Galien International Awards Ceremony
Tom Selleck Health: A Comprehensive Look at the Iconic Actor’s Wellness Journeygreendigital
Tom Selleck, an enduring figure in Hollywood. has captivated audiences for decades with his rugged charm, iconic moustache. and memorable roles in television and film. From his breakout role as Thomas Magnum in Magnum P.I. to his current portrayal of Frank Reagan in Blue Bloods. Selleck's career has spanned over 50 years. But beyond his professional achievements. fans have often been curious about Tom Selleck Health. especially as he has aged in the public eye.
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Introduction
Many have been interested in Tom Selleck health. not only because of his enduring presence on screen but also because of the challenges. and lifestyle choices he has faced and made over the years. This article delves into the various aspects of Tom Selleck health. exploring his fitness regimen, diet, mental health. and the challenges he has encountered as he ages. We'll look at how he maintains his well-being. the health issues he has faced, and his approach to ageing .
Early Life and Career
Childhood and Athletic Beginnings
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Selleck's transition from an athlete to an actor came with its physical demands. His first significant role in "Magnum P.I." required him to perform various stunts and maintain a fit appearance. This role, which he played from 1980 to 1988. necessitated a rigorous fitness routine to meet the show's demands. setting the stage for his long-term commitment to health and wellness.
Fitness Regimen
Workout Routine
Tom Selleck health and fitness regimen has evolved. adapting to his changing roles and age. During his "Magnum, P.I." days. Selleck's workouts were intense and focused on building and maintaining muscle mass. His routine included weightlifting, cardiovascular exercises. and specific training for the stunts he performed on the show.
Selleck adjusted his fitness routine as he aged to suit his body's needs. Today, his workouts focus on maintaining flexibility, strength, and cardiovascular health. He incorporates low-impact exercises such as swimming, walking, and light weightlifting. This balanced approach helps him stay fit without putting undue strain on his joints and muscles.
Importance of Flexibility and Mobility
In recent years, Selleck has emphasized the importance of flexibility and mobility in his fitness regimen. Understanding the natural decline in muscle mass and joint flexibility with age. he includes stretching and yoga in his routine. These practices help prevent injuries, improve posture, and maintain mobilit
Flu Vaccine Alert in Bangalore Karnatakaaddon Scans
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Dr. Vidisha Kumari, a leading epidemiologist in Bangalore, emphasizes the importance of getting vaccinated. "The flu vaccine is our best defense against the influenza virus. It not only protects individuals but also helps prevent the spread of the virus in our communities," he says.
This year, the flu season is expected to coincide with a potential increase in other respiratory illnesses. The Karnataka Health Department has launched an awareness campaign highlighting the significance of flu vaccinations. They have set up multiple vaccination centers across Bangalore, making it convenient for residents to receive their shots.
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Residents are reminded that the flu vaccine is safe and effective. Common side effects are mild and may include soreness at the injection site, mild fever, or muscle aches. These side effects are generally short-lived and far less severe than the flu itself.
Healthcare providers are also stressing the importance of continuing COVID-19 precautions. Wearing masks, practicing good hand hygiene, and maintaining social distancing are still crucial, especially in crowded places.
Protect yourself and your loved ones by getting vaccinated. Together, we can help keep Bangalore healthy and safe this flu season. For more information on vaccination centers and schedules, residents can visit the Karnataka Health Department’s official website or follow their social media pages.
Stay informed, stay safe, and get your flu shot today!
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2 Case Reports of Gastric Ultrasound
The prostate is an exocrine gland of the male mammalian reproductive system
It is a walnut-sized gland that forms part of the male reproductive system and is located in front of the rectum and just below the urinary bladder
Function is to store and secrete a clear, slightly alkaline fluid that constitutes 10-30% of the volume of the seminal fluid that along with the spermatozoa, constitutes semen
A healthy human prostate measures (4cm-vertical, by 3cm-horizontal, 2cm ant-post ).
It surrounds the urethra just below the urinary bladder. It has anterior, median, posterior and two lateral lobes
It’s work is regulated by androgens which are responsible for male sex characteristics
Generalised disease of the prostate due to hormonal derangement which leads to non malignant enlargement of the gland (increase in the number of epithelial cells and stromal tissue)to cause compression of the urethra leading to symptoms (LUTS
7. PERCEPTION
The process by which an individual selects,
organizes, and interprets stimuli into a
meaningful and coherent picture of the world.
8. Dynamics of Perception
Sensation – immediate and direct response of
the sensory organs to stimuli.
Stimulus – any unit of input to any of the
senses.
Sensory receptors – Eyes, Ears, Nose, Mouth
and Skin
THE ABSOLUTE THRESHOLD:-
The lowest level at which an individual can
experience a sensation. [ Detecting difference
between “something and nothing”]
9. Sensory Adaptation:-
Getting used to senses.
The Differential Threshold:-
Minimal difference detected between two similar
stimuli
Ernest Weber 19th Century.
Marketing Applications:-
Negative changes are not readily seen (price rise,
reduce in quantity)
Positive changes are clearly seen.
10.
11.
12.
13. Subliminal Perception
Message below the threshold level – below the
conscious level.
Takes place in movies – Motorola Mobile Phone
with Kamalahassan in Vettaiyadu Velaiyadu.
MRF Tiers in Indian Movie.
14. Elements of Perception
Perceptual Selection
Perceptual Organization
Perceptual Interpretation
15. Perceptual Selection
Stimuli get selected on two factors:-
Consumers previous experience affects their
expectation
Motives at the time
1) Nature of the stimulus
Nature of the product, physical attributes, the package
design, brand name and advertisements (includes
copy, choice and sex of the model, positioning, size of
ad)
CONTRAST – Difference creates more attention
towards the ad.
16. 2) Expectations:-
People see what they want to see, based on previous
experience, familiarity and preconditioned set of
expectations.
Marketers believed that high degree of sexuality
creates more attention.
3) Motives
People perceive the things they need and want –
Stronger the need – Greater tendency to ignore
unrelated things.
People who are obese see ads related to gyms and
diet.
17. SELECTIVE PERCEPTION
Example: Airtel Super Singer.
Selective exposure:-
People look for pleasant and sympathetic
messages and avoid painful or threatening ones.
Selective attention:-
People look into ads which will satisfy their need.
Perceptual Defense:-
People avoid psychologically threatening ones.
Hence constantly change the ad nature. [
Smoking – warning with words, and now with
images ]
25. PERCEPTUAL
INTERPRETATION
Stimulus are often highly ambiguous or weak.
Washing Machine Story.
Projective techniques
Stereotypes
Physical Appearances
Descriptive terms
First Impression
Halo Effect
26. Stereotypes
People carrying biased pictures in their minds of
the meanings of various stimuli.
People hold meaning related to stimuli
Stereotypes influence how stimuli are perceived
Bias in United Colors of Benetton.
28. Physical Appearances
People associate quality with people in the ads.
Attractive models have positive influence
Colors of juices.
Shape of the package
Average men are not considered as
businessman.
Ex: Bill gates Vs Sarathbabu Elumalai
32. First Impressions
First impressions are lasting
The perceiver is trying to determine which
stimuli are relevant, important, or predictive
33. Halo Effect
Consumers perceive and evaluate product or
service or even product line based on just one
dimension.
Important with spokesperson choice.
Tampering the halo effect is detrimental to the
organization.
Toyota – Quality.
Ford – Safety.
Sony - Music
35. Consumer Imagery
Consumers perceived images about product,
services, prices, product quality, retail stores
and manufacturers.
People buy product to enhance their self
image (relating themselves to the product).
36. POSITIONING
Image of the product in the minds of the
customer is called POSITIONING
Image of your product gear up your sales, but
the product should also deliver it performance.
Product BENEFITS should be focused more
than it’s physical attributes.
37. Umbrella Positioning
Nicolo Pome, UK marketing director for
Nivea’s parent company Beiersdorf, said: “We
wanted to find a more relevant role for the
Nivea brand in our target markets' minds”. The
awareness of the Nivea brand is vast but we
needed to find a way to engage with the
audience to a greater degree.
An umbrella branding strategy, is
marketing practice that involves selling many
related products under a single brand name.
39. Positioning Products and
Services
Model of Strategic Positioning:
Positioning
Aim(s)
Positionin
g
Objectives
Positionin
g Strategy
(ies)
Communi
cations
Consumer
Perceptio
ns
40. Typology of Strategic
Positioning
Top of the range – Upper class – Rolls Royce
Service – Impressive service – Pizza hut – 30
mins
Value for money – Affordability –
Megamart,Europa
Reliability – Durability – Lakshmi grinders-
7yrs warranty
41. Attractive – Cool, Elegant – Mercedes,
Bournville
Country of Origin – Patriotism- Amul- The
Taste of India
The Brand Name – Leaders in the market –
Apple, Sony
Selectivity – Discriminatory – Nano, Macbook
Air
44. To face the competitors, who offer new
products or service.
Changing lifestyle of people, you need to suit
the current trend. Eg) Evolution of Xerox and
Apple.
When brand need to change their target
segment (happens rarely)
Company want to advertise new offerings
To motivate customers to buy a product.
47. Positioning of Services
It’s difficult to position a service because it’s
intangible.
Only Image differentiation helps to position
better among their competitors.
Examples:
Flipkart.com – Reliable
Pizza Hut – Fast in Delivery
48. Perceived Price
Perceived price should reflect the value that
the customer receives from purchase.
Perceived price reflect on Purchase intentions
and Purchase Satisfaction.
REFERENCE PRICE:-
Internal – From customers memory
External – From companies and environment.
49. Perceived Quality
Intrinsic Cues – People actually experience the
product here. Physical Attributes of the product.
Eg) Shape, Size, and Color.
Extrinsic Cues - Absence of actual experience
with a product.
Consumer often “evaluate” quality on the basis of
factors quite external to the product itself, such as its
price, the image of the store(s) that carries it, or the
image (that is, the reputation) of the manufacturer that
produces it.
50. Price/Quality Relationship
Most consumers rely on price as an indicator
of product quality.
Consumers use price as a surrogate indicator
of quality when they have less information of
the product. Eg:-purchase of apparels of a new
brand.
When consumers are familiar with the product
or have used it before price declines as a
determining factor in evaluation.
51. Perceived Risk
“The uncertainty that consumers faces when
they cannot foresee the consequences of their
purchase decisions”
Types of Risk
1) Functional 2) Physical 3) Financial 4) Social
5) Psychological 6) Time
52. Handling Risk
Consumers seeks information
Consumers are brand loyal
Consumers select by brand image
Consumers rely on store image
Consumers buy most expensive model
Consumers seeks reassurance