Group 03 - Consumer Perception and Positioning
Uploaded by
Puneet KakkarGroup 03 - Consumer Perception and Positioning
Uploaded by
Puneet KakkarConsumer Perception and Positioning
Summary
PERCEPTION is the process by which individuals select, organize, and interpret stimuli into a meaningful
and coherent picture of the world, that is, “how we see the world around us.”
Consumers act and react on the basis of their perceptions, not on the basis of objective reality. For each
individual, “reality” is a totally personal phenomenon, based on that person's needs, wants, values, and
personal experiences. Thus, to the marketer, consumers’ perceptions are much more important than their
knowledge of objective reality.
Repositioning- The process by which a company strategically changes the distinct image and identity of its
products, services, and brands.
Perception is all about consumers’ subjective understandings rather than objective realities. Altering
subjective "wisdom” is difficult or even impossible. Sensory input by itself does not produce or explain the
coherent picture of the world that most adults possess. Indeed, the study of perception is largely the study
of what we subconsciously add to or subtract from raw sensory inputs to produce our own private picture
of the world.
Three aspects of perception: the selection, organization, and interpretation of stimuli.
Sensation- The immediate and direct response of the sensory organs to stimuli.
Stimulus- Any input to any of the senses.
Research evidence suggests that sensory perception is culturally specific. We are trained by our culture
how to interpret our sensory perceptions.
Absolute threshold- The lowest level at which an individual experience a sensation. The point at which a
person can detect a difference between “something” and "nothing.”
Sensory adaptation- Getting used to high levels of sensory input and therefore less able to notice a
particular stimulus.
Differential threshold- The minimal difference that can be detected between two similar stimuli.
Just noticeable difference (JND)- The minimal difference that can be detected between two similar stimuli.
It is an important concept for managing a product line of brands, especially when several price points and
segments are involved.
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.
Subliminal perception- A situation that occurs when the sensory receptors receive stimuli that are beneath
the person’s conscious awareness (i.e., the absolute threshold).
Submitted by: Group 3 [Yash Goyal (051), Puneet Kakkar (034), Pankaj Yadav (032), Himanshu Jhamnani
(018), Anjali Ladwal (025), Jalaj Sharma (019), Sambhav Jain (040)]
Perceptual Selection- Which stimuli get selected depends on two major factors, in addition to the nature
of the stimulus itself: (1) consumers’ previous experience as it affects their expectations. (what they are
prepared, or "set” to see) and (2) their motives at the time (their needs, desires, interests. and so on). Each
of these factors can increase or decrease the probability that a stimulus will be perceived.
CONSUMER MOTIVATION- People tend to perceive the things they need or want: The stronger the need,
the greater the tendency to ignore unrelated stimuli in the environment.
Selective Exposure occurs when consumers tune into messages that they find pleasant or with which they
are sympathetic and they actively avoid painful or threatening ones. They also selectively expose
themselves to advertisements that reassure them of the wisdom of their purchase decisions.
Selective Attention- Consumers’ heightened awareness of stimuli that meet their needs and interests and
minimal awareness of stimuli irrelevant to their needs.
Perceptual Defense- A cognitive activity occurring when consumers subconsciously screen out stimuli that
they find psychologically threatening, even though exposure has already taken place.
The principles underlying perceptual organization are often called Gestalt psychology. Three of the basic
principles of perceptual organization are figure and ground, grouping, and closure.
Product Placement- A form of promotion where marketers "disguise” promotional cues by integrating
products (i.e. “figures”) into TV shows, films or other entertainment content (i.e., “grounds"), or building
entertainment content around products.
Closure- The instinct to organize pieces of sensory input into a complete image or feeling. Individuals need
closure, which means that if they perceive that a stimulus is incomplete, they are compelled to figure out
its complete meaning.
Intrinsic Cues- Physical characteristics of the product itself, such as size, color, flavor, or aroma.
Extrinsic Cues- Characteristics that are not physically inherent in the product, such as packaging, price, and
promotions.
Stereotypes- Biased notions that people carry in their minds about the meanings of various stimuli. When
presented with these stimuli. people “add” these biases to what they see or hear and form mostly
distorted impressions.
Halo Effect- An evaluation of an object based on one or several positive dimensions. linguistically, the
definition of "halo” signifies light, honor, and glory. Thus, in marketing, the term refers to a prestigious
image of a product "rubbing on" other products marketed under the same brand name.
Consumer Imagery- A term referring to consumers’ perceptions of all the components of products,
services, and brands, and to how consumers evaluate the quality of marketers’ offerings.
Price-Quality Relationship- A situation occurring when consumers rely on prices as indicators of product
quality and view more expensive products as having higher quality and value.
Submitted by: Group 3 [Yash Goyal (051), Puneet Kakkar (034), Pankaj Yadav (032), Himanshu Jhamnani
(018), Anjali Ladwal (025), Jalaj Sharma (019), Sambhav Jain (040)]
