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Consumer Behavior: Consumer Perception and Positioning

Consumer Behavior

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239 views

Consumer Behavior: Consumer Perception and Positioning

Consumer Behavior

Uploaded by

Marium Raza
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Behavior

Chapter 4
Consumer Perception and Positioning
Perception
Defined
The process by which individuals select, organize, and interpret
stimuli into a meaningful and coherent picture of the world. It
can be described as “how we see the world around us.”
Example: Visual Identity

Source: The Kraft Heinz Company


Sensation
Defined
The immediate and direct response of the sensory organs to
stimuli (units of input to the senses, as captured by the sensory
receptors).
Sensory Input
• Sight
• Scent
• Touch
• Sound
• Taste
• Impact on Culture
Audio Sensory Input
Table 4.1 Sensory Audio Input and Product Perceptions
Product Sound and Its Consumer Meaning
Snapple Consumers perceive the sound of the “pop” as an indicator of product safety. When the
company came up with the right snap sound, it was able to eliminate the plastic seal around
the bottle’s cap.
VW Jetta The car door’s “thump” is an indication of quality. The company played and mentioned the
door thump in ads for a new model.
Mascara Consumers perceive the sound and duration of the “click” heard when taking the cover off as
indicators of quality.
Eye shadow A more pronounced “click” heard when opening the compact case symbolizes higher quality.

Tip markers Consumers like the “screech” because it represents “boldness.”


Tampons Realizing that women dislike opening tampon packages that omit sound, P & G redesigned the
product’s packaging. The plastic’s “crinkle” was carefully balanced and the new adhesive strip
makes no sound when opened.
Spray bottle Method made the nozzle of its spray bottle almost indistinguishable because consumers
perceive a quiet nozzle as an indicator of quality.
Discussion Questions (1 of 2)
What is the difference between the absolute threshold and the
differential threshold (JND)?
Why do marketers care about sensory adaptation?
The Stimulus
• Contrast
• Shocking or unrealistic images

Source: Stokely-Van Camp, Inc.


Perceptions Are Affected by…
• Expectations
• Motives
• Selective Perception
– Selective Exposure
– Selective Attention
– Perceptual Defense
– Perceptual Blocking
Perceptual Organization
• Gestalt psychology
• Figure and ground
• Grouping
• Closure

Source: Boring, E. (1930). A New Ambiguous Figure. The American Journal of Psychology, 42(3),
444-445. doi:10.2307/1415447. From American Journal of Psychology. Copyright 1930 by the
Board of Trustees of the University of Illinois. Used with permission of the University of Illinois
Press.
Product Placement
Defined
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
Intrinsic and Extrinsic Cues
• Intrinsic – physical
characteristics of the
product
• Extrinsic – not inherent in
the product
Perceptual Interpretation
• Stereotyping
• Triggers
– Physical appearance
– Descriptive terms
– First impressions
– Halo Effect
Perceived Value
• Reference price
• Price-quality relationship
• Positioning
• Image and quality

Source: Cumberland Packing Corp.


Elements of Perceived Risk
Table 4.2 The Elements of Perceived Risk
Type of Perceived Risk Definition Example
Functional risk Product will not perform as Can the e-book reader operate a whole day without having
expected. to be recharged?
Will the electric engine perform as promised?

Physical risk Product can harm self and Is organic unpasteurized milk safe to drink?
others; risk to self and (Many states do not permit unpasteurized milk, but many
others. greenmarkets carry it because it is organic.)
The electric car’s breaks are excellent.

Financial risk Product will not be worth its Will a new and cheaper model of an L ED TV monitor
cost. become available six months from now? Will I save money
on gas if I buy an electric car?

Psychological and social risk Poor product choice will bruise Will I be embarrassed when my friends see me with a
the consumer’s ego. mobile phone that is not a smartphone? If I buy an electric
car, I will not be polluting the environment.

Time risk Time spent in product search Will I be forced to compare all the different
may be wasted if the product carriers’ calling plans again if I experience a lot of dropped
does not perform as expected. calls with the one I selected? I will save time by not having
to buy gas if I but the electric car.
How Consumers Handle Risk
• Information
• Brand loyalty
• Store image
• Price-quality relationship
Positioning
Defined
The process by which a company creates a distinct image and
identity for its products, services, or brands in consumers’ minds.
Positioning Process
1. Define the market, buyers and competition.
2. Identify key attributes and research consumers’ perceptions
3. Research consumers’ perceptions on competing offerings.
4. Determine preferred combination of attributes.
5. Develop positioning concept that communicates attributes as
benefits.
6. Create a positioning statement and use it to communicate with
the target audiences.
Umbrella Positioning

Source: Campbell Soup Company


Perceptual Map
What Type of Positioning is Used?
Thank You

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