consumers perception
TRANSCRIPT
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Consumers Perception
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Session objective
Elements of Perception Aspects of Perception
Selection Organization Interpretation
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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
Sketchers
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Marketing Stimuli
Primary/Intrinsic-Phy prop, package & contents
Secondary/Extrinsic-Represent the product through symbol, words,picture.
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Stimulus affecting the perception
Sight-color perception Taste e.g Pepsi Smell- car purchase Sound Feel
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Consumer characteristics affecting Perception
Ability to discriminate between the two stimulus
Propensity to generalize from one stimulus to another
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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
A stimulus is any unit of input to any of the senses.
The absolute threshold is the lowest level at which an individual can experience a sensation.e.g difference in coffee taste
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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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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.”Eat popcorn & drink Coca Cola”
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Aspects of Perception
Selection
Organization
Interpretation
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Aspects of Perception
Selection
Organization
Interpretation
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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-Physical attributes Expectations Motives
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Discussion Questions
What marketing stimuli do you remember from your day so far?
Why do you think you selected these stimuli to perceive and remember?
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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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Aspects of Perception
Selection
Organization
Interpretation
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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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Aspects of Perception
Selection
Organization
Interpretation
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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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The halo effect helps Adidas
break into new product categories.
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Issues in Consumer Imagery
Product Positioning and Repositioning
Positioning of Services e.g Fed Ex 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 e.g Gillette hair shampoo for oily hair
Finding an “Unowned” Position
Filling Several Positions
Repositioning Perceptual
mapping
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Perceived Quality
Perceived Quality of Products Intrinsic vs. Extrinsic Cues
Perceived Quality of Services-through Extrinsic cues. SERVQUAL Model
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.)
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Attitudes
A learned predisposition to
behave in a consistently favorable or
unfavorable manner with respect to a
given object.
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What are Attitudes?
The attitude “object” Attitudes are a learned
predisposition Attitudes have consistency Attitudes occur within a situation
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Salads To Differentiate Itself
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Attitudes
A learned predisposition to
behave in a consistently favorable or
unfavorable manner with respect to a
given object.
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What are Attitudes?
The attitude “object” Attitudes are a learned
predisposition Attitudes have consistency Attitudes occur within a situation
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Structural Models of Attitudes
Tricomponent Attitude Model Muliattribute Attitude Model The Trying-to-Consume Model Attitude-toward-the-Ad Model
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A Simple Representation of the Tricomponent Attitude Model
ConationConation
AffectAffect
Cognition
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The Tricomponent Model Cognitive Component
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.e.g product attributes & benefits (Brand Beliefs)
Affective Component A consumer’s emotions or feelings about a
particular product or brand.(Brand Evaluation) Conative Component
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.(Brand Interpretation)
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Multiattribute Multiattribute Attitude Attitude ModelsModels
Attitude models that examine the
composition of consumer attitudes in terms of selected product attributes or
beliefs.
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Multiattribute Attitude Models
The attitude-toward-object model Attitude is function of evaluation of product-
specific beliefs and evaluations The attitude-toward-behavior model
Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itselfe.g purchasing of expensive Rolex watches
Theory-of-reasoned-action model A comprehensive, integrative model of
attitudes for better explanation & better prediction of behavior
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Attitude-Toward-Behavior
Model
A model that proposes that a consumer’s attitude toward a
specific behavior is a function of how
strongly he or she believes that the action will lead to a specific
outcome (either favorable or
unfavorable).
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Theory of Reasoned
Action
A comprehensive theory of the interrelationship
among attitudes,intentions, and
behavior.
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Theory of Reasoned Action Expanded model says- Subjective norms-Assessment of
consumers feelings as to what relevant others (family, friends, coworkers etc) would think of the action being anticipated
Normative beliefs-Individuals attributes to relevant others as well as the individuals motivation to comply with each of the relevant others
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Theory of Trying to Consume
An attitude theory designed to account for the many cases where the action or
outcome is not certain but instead reflects
the consumer’s attempt to consume
(or purchase).
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Attitude-Attitude-Toward-Toward-the-Ad the-Ad ModelModel
A model that proposes that a consumer forms
various feelings (affects) and judgments
(cognitions) as the result of exposure to an
advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.
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A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad
Model
Exposure to an Ad
Judgments about the Ad (Cognition)
Beliefs about the Brand
Attitude toward the Brand
Attitude toward the Ad
Feelings from the Ad (Affect)
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Issues in Attitude Formation
How attitudes are learned-repeated satisfaction
Sources of influence on attitude formation-Direct marketing, mass media, Internet
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Four Basic Attitude Functions
The Utilitarian Function e.g Reebok shoes
The Ego-defensive Function
The Value-expressive Function
The Knowledge Function
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Is it a Utilitarian Appeal?
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Is the lady Uses Ego Defensive Appeal?
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what attitude function this man is showing?
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Is it a A Knowledge Appeal?
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Contd
Thank You For listening me patiently.