This document discusses consumer perception and related concepts from a marketing perspective. It is from Amity International Business School and covers topics like the definition of perception, the nature and elements of perception including sensation, thresholds, and subliminal perception. It also discusses the aspects of perception including selection, organization, and interpretation. Specifically, it describes principles of organization, perceptual distortions in interpretation, issues in consumer imagery like positioning and perceived quality, and techniques for positioning products.
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
The Howard Sheth Model is an approach for analyzing the combined impact of the social, psychological and marketing factors on the buying behaviour or preference of the consumers and the industrial buyers into a logical order of information processing.
Consumer Behavior
1. Howard Sheth Model
2. Extensive problem solving
3. Limited problem solving
4. Routinized response behavior
5. Inputs
6. Perceptual construct
7. Learning construct
8. Consumer Usual Buying Behavior
9. Dispose
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
The Howard Sheth Model is an approach for analyzing the combined impact of the social, psychological and marketing factors on the buying behaviour or preference of the consumers and the industrial buyers into a logical order of information processing.
Consumer Behavior
1. Howard Sheth Model
2. Extensive problem solving
3. Limited problem solving
4. Routinized response behavior
5. Inputs
6. Perceptual construct
7. Learning construct
8. Consumer Usual Buying Behavior
9. Dispose
Role of Opinion leaders in consumer behaviour Vijyata Singh
Opinion Leadership is the process by which one person (opinion leader) informally influences the actions or attitudes of others, who may be opinion seekers or merely opinion recipients
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
Role of Opinion leaders in consumer behaviour Vijyata Singh
Opinion Leadership is the process by which one person (opinion leader) informally influences the actions or attitudes of others, who may be opinion seekers or merely opinion recipients
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
The Consumer
Research Process
The Importance of the Consumer
Research Process
Largely Influenced by Psychology, sociology, and anthropology
Developing Research Objectives
Secondary Data
Designing Primary research
Qualitative Collection Method
Depth Interview
Customers Waiting in Lines - Service Operations - Yolanda WilliamsYolanda Williams
The Service Operations of Waiting Lines attempts to remind us that customer needs should be met while they are waiting to be serviced. Also, there is a tremendous reduction in profit by requiring a customer to wait too long. When is too long? That is in the mind of the customer.
Integrating IoT Sensory Inputs For Cloud Manufacturing Based ParadigmKavita Pillai
The first step in thermoplastic recycling is identifying the plastic waste categorically. This manual task is often inefficiency and costly. This study therefore analyzes the problem and presents a automatic classifier based on a WSN infrastructure. The classifier fuses data from two different sources using Kalman filter and neural network. The algorithm is run on a matlab simulator to test the results
When a women is buying cosmetic, what all are the points that she keeps in mind?
Read and you will know!
A brief study on the consumer behavior when it comes to cosmetics.
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
Motivation is the driving force within individuals that impels them to action.
Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
1. Amity International Business School
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AMITY INTERNATIONAL
BUSINESS SCHOOL
MBAIB/IMBA Semester IV
CONSUMER BEHAVIOUR
PERCEPTION
KOKIL JAIN
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Perception
• 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
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The Nature of Perception
• Exposure: when a stimulus comes within range of our
sensory receptor nerves
– Random vs. Deliberate
• Attention: when the stimulus activates one or more
sensory receptor nerves and the resulting sensations go
to the brain for processing
– Low vs. High Involvement
• Interpretation: the assignment of meaning to sensations
– Low vs. High Involvement
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Elements of Perception
• Sensation
• Absolute threshold
• Differential threshold
• Subliminal perception
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Sensation
• The immediate and direct response of the sensory organs to
stimuli
• Sensitivity to stimuli varies with the quality of an individuals
sensory receptors
• Sensation itself depends on energy change within the
environment where the perception occurs (i.e. the
differentiation of input)
• As sensory input decreases , our ability to detect changes in
input increases, to the point that we attain maximum
sensitivity under conditions of minimal stimulation
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The absolute threshold
• The lowest level at which individual can experience a
sensation is called the absolute threshold.
• sensory adaptation-Under conditions of constant
stimulation , the absolute threshold increases.
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Differential Threshold
• Minimal difference that can be detected
between two similar stimuli
• Also known as the just noticeable
difference (the j.n.d.)
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Weber’s Law
• The j.n.d. between two stimuli is not an
absolute amount but an amount relative to
the intensity of the first stimulus
• Weber’s law states that the stronger the
initial stimulus, the greater the additional
intensity needed for the second stimulus to
be perceived as different.
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Marketing Applications
of the J.N.D.
• Marketers need to determine the relevant
j.n.d. for their products
– so that negative changes are not readily
discernible to the public
– so that product improvements are very
apparent to consumers
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Discussion Question
• How might a cereal
manufacturer such as
Kellogg’s use the j.n.d. for
Frosted Flakes in terms
of:
– Product decisions
– Packaging decisions
– Advertising decisions
– Sales promotion decisions
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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.
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Is Subliminal Persuasion
Effective?
• Extensive research has shown no
evidence that subliminal advertising can
cause behavior changes
• Some evidence that subliminal stimuli may
influence affective reactions
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Perceptual Selection
• Consumers subconsciously are selective as to
what they perceive.
• Stimuli selected depends on two major factors
– Consumers’ previous experience
– Consumers’ motives
• Selection depends on the
– Nature of the stimulus
– Expectations
– Motives
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Stimulus Factors
• Size and Intensity –
influence the
probability of paying
attention
Larger stimuli are
more likely to be
noticed than a small
one
SIZE NO. OF
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• INSERTION FREQUENCY-THE
NUMBER OF TIMES THE SAME AD
APPEARS IN THE SAME ISSUE OF
A MAGAZINE, HAS AN IMPACT
SIMILAR TO AD SIZE
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Perceptual Selection
• Selective
Exposure
• Selective
Attention
• Perceptual
Defense
• Perceptual
Blocking
• Consumers seek out
messages which:
– Are pleasant
– They can sympathize
– Reassure them of
good purchases
Concepts
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Perceptual Selection
• Selective
Exposure
• Selective
Attention
• Perceptual
Defense
• Perceptual
Blocking
• Heightened
awareness when
stimuli meet their
needs
• Consumers prefer
different messages
and medium
Concepts
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Perceptual Selection
• Selective
Exposure
• Selective
Attention
• Perceptual
Defense
• Perceptual
Blocking
• Screening out of
stimuli which are
threatening
Concepts
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Perceptual Selection
• Selective
Exposure
• Selective
Attention
• Perceptual
Defense
• Perceptual
Blocking
• Consumers avoid
being bombarded by:
– Tuning out
– TiVo
Concepts
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Organization
• Figure and
ground
• Grouping
• Closure
• People tend to
organize perceptions
into figure-and-ground
relationships.
• The ground is usually
hazy.
• Marketers usually
design so the figure is
the noticed stimuli.
Principles
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Organization
• Figure and
ground
• Grouping
• Closure
• People group stimuli
to form a unified
impression or
concept.
• Grouping helps
memory and recall.
Principles
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Organization
• Figure and ground
• Grouping
• Closure
• People have a need for
closure and organize
perceptions to form a
complete picture.
• Will often fill in missing
pieces
• Incomplete messages
remembered more than
complete
Principles
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Interpretation
• Physical
Appearances
• Stereotypes
• First Impressions
• Jumping to
Conclusions
• Halo Effect
• Positive attributes of
people they know to
those who resemble
them
• Important for model
selection
• Attractive models are
more persuasive for
some products
Perceptual Distortion
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Interpretation
• Physical
Appearances
• Stereotypes
• First Impressions
• Jumping to
Conclusions
• Halo Effect
• People hold meanings
related to stimuli
• Stereotypes influence
how stimuli are
perceived
Perceptual Distortion
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Interpretation
• Physical
Appearances
• Stereotypes
• First Impressions
• Jumping to
Conclusions
• Halo Effect
• First impressions are
lasting
• The perceiver is trying
to determine which
stimuli are relevant,
important, or
predictive
Perceptual Distortion
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Interpretation
• Physical
Appearances
• Stereotypes
• First Impressions
• Jumping to
Conclusions
• Halo Effect
• People tend not to
listen to all the
information before
making conclusion
• Important to put
persuasive arguments
first in advertising
Perceptual Distortion
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Interpretation
• Physical
Appearances
• Stereotypes
• First Impressions
• Jumping to
Conclusions
• Halo Effect
• Consumers perceive
and evaluate multiple
objects based on just
one dimension
• Used in licensing of
names
• Important with
spokesperson choice
Perceptual Distortion
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Issues in Consumer Imagery
• Product Positioning and Repositioning
• Positioning of Services
• Perceived Price
• Perceived Quality
• Retail Store Image
• Manufacturer Image
• Perceived Risk
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Positioning
• Establishing a specific image for a brand in
the consumer’s mind
• Product is positioned in relation to competing
brands
• Conveys the concept, or meaning, of the
product in terms of how it fulfills a consumer
need
• Result of successful positioning is a
distinctive, positive brand image
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Positioning Techniques
• Umbrella Positioning
• Positioning against
Competition
• Positioning Based on
a Specific Benefit
• Finding an “Unowned”
Position
• Filling Several
Positions
• Repositioning
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Perceived Quality
• Perceived Quality of Products
– Intrinsic vs. Extrinsic Cues
• Perceived Quality of Services
• Price/Quality Relationship
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Perceived Quality of Services
• Difficult due to characteristics of services
– Intangible
– Variable
– Perishable
– Simultaneously Produced and Consumed
• SERVQUAL scale used to measure gap
between customers’ expectation of service and
perceptions of actual service
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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.)