The document discusses perception and how consumers perceive products and brands. It explains that consumers' perceptions matter more than objective reality. Perception is the process by which individuals interpret and make sense of stimuli. Factors like sensation, attention, interpretation, memory, and defenses shape consumers' perceptions. Marketers must understand these perceptual processes to effectively position and market their brands.

1. PERCEPTION Aparna Goyal

18. VISION

23. STEPS

36. Information Processing Exposure Random Deliberate Attention Low Involvement High Involvement Interpretation Memory Active problem solving Stored experiences Values, decisions, rules, feelings High Involvement Low Involvement Short Term Long Term Perception Purchase and consumption decisions

37. PERCEPTUAL DEFENSES INFORMATION AVAILABLE LIMITED EXPOSURE SMALL % ATTENTED PASSED TO CNS INTERPRETATION LIMITED ACTIVE MEMORY INDIVIDUALS NOT AS PASSIVE RECIPIENTS OF MARKETING MESSAGES

40. STIMULUS MARKETING Gestalt theory – meaning from totality Closure principle – people perceive incomplete picture as complete, filling up the blanks.. Principle of similarity – consumers group together objects that share similar physical characteristics Figure-ground principle – one part of stimulus will dominate(figure) and other part recedes into background (ground) – focal point Hyperreality – process of making real what is initially hype

44. Unexpected Attracts Attention

52. ASSIGNMENT