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Ba1b9Perception Module IV

The document discusses the concept of perception in marketing, explaining how individuals select, organize, and interpret stimuli to form a coherent understanding of their environment. It covers various aspects of perception, including stimulus characteristics, differential thresholds, subliminal perception, and the impact of perception on marketing strategies such as product positioning and perceived quality. Additionally, it highlights the importance of understanding consumer behavior and the psychological factors that influence purchase decisions.

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Sunetra Samanta
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
2 views

Ba1b9Perception Module IV

The document discusses the concept of perception in marketing, explaining how individuals select, organize, and interpret stimuli to form a coherent understanding of their environment. It covers various aspects of perception, including stimulus characteristics, differential thresholds, subliminal perception, and the impact of perception on marketing strategies such as product positioning and perceived quality. Additionally, it highlights the importance of understanding consumer behavior and the psychological factors that influence purchase decisions.

Uploaded by

Sunetra Samanta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Amity Business School

•The process by which


an individual selects,
organizes, and
Perception interprets stimuli into a
meaningful and
coherent picture of the
world

•How we see the world


around us
Amity Business School

• Stimuli are any physical, visual or verbal communications


that can influence an individual’s response.
• Marketing stimuli are any communications or physical
stimuli designed to influence consumers.
• Primary or Extrinsic Stimulus : Product and its
components
• Secondary stimulus: Communications designed to
influence consumers.
• Characteristics of the stimulus.
Sensory Elements
• Characteristics of the consumers. (The consumer’s ability
to perceive the stimulus.)
• Stimulus Discrimination
Elements of Perception
Amity Business School

•Sensation
•Absolute threshold
•Differential threshold
•Subliminal perception
Exposure Attention
Interpretation
Random / Deliberate Low / High Low / High

Memory
Short term / long term

Purchase & Consumption decision


Amity Business School

A theory concerning the


perceived differentiation
between similar stimuli of
varying intensities (i.e., the
stronger the initial stimulus,
Weber’s the greater the additional
Law intensity needed for the
second stimulus to be
perceived as different).
Just Noticeable Difference
Amity Business School

• Differential threshold exists in between two stimuli. The


consumer does not detect any difference between stimuli
below his or her differential threshold. This is Just
Noticeable Difference (jnd).
• 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.
– Maggi 95 gm
– Increased size of nozzle of Toothpaste.
Gradual Changes in Brand
Name Fall Below the J.N.D.
Amity Business School
Subliminal
Perception Amity Business School

Perception of very weak or rapid stimuli received


below the level of conscious awareness.

•1957: Drive-In Movie Theater


(Vicary conducted a test where eat popcorn and drink
coke were shown in a movie theatre for 1/ 3000 of a
second [below the absolute threshold] at interval of
every five seconds.)
Popcorn sale 58% up
Coke 18% up
Ethical questions were raised, The New Yorker
magazine said that minds had been broken and
entered.
Stimulus Generalization
Amity Business School

• Brand Leveraging
• Size & Intensity of stimulus
• Color & movement
• Position
• Media
Aspects of
Perception Amity Business School

Selection

Organization

Interpretation
Perceptual
Selection Amity Business School

• Depends on two major factors


– Consumers’ previous experience
– Consumers’ motives
Selective Perception
• Selective Exposure
• Selective Attention
• Perceptual Defense
• Perceptual Blocking
The Unexpected
Attracts Attention Amity Business School
Principles of Perceptual
Organization Amity Business School

• Perceptual organization means that consumers group


information from various sources into a meaningful
whole to comprehend it better and to act on it.
1. Context (Figure and ground)
2. Grouping Consumers perceive a variety of
information as chunks rather than as separate unit.
Proximity, similarity and continuity.
3. Closure Perceiver’s Identifying the missing gap in
offering.
Influences of
Perceptual Distortion Amity Business School

• Physical Appearances
• Stereotypes
• First Impressions
• Jumping to Conclusions
• Halo Effect
Ads Depicting
Amity Business School
Stereotypes
Perception and marketing
strategy Amity Business School

• Product Positioning and Repositioning


• Positioning of Services
• Perceived Price
• Perceived Quality
• Retail Store Image
• Manufacturer Image
• Perceived Risk
Using Imagery Amity Business School
Positioning
Amity Business School

Establishing a
specific image for a
brand in relation to
competing brands.
Positioning Techniques
Amity Business School

• Umbrella • Conveying a
Positioning Product Benefit
• Positioning • Taking an
Against Unowned
Competition Position
• Positioning • Positioning for
Based on a Several Positions
Specific Benefit • Repositioning
Perceptual Mapping
Amity Business School

A research technique that


enables marketers to plot
graphically consumers’
perceptions concerning product
attributes of specific brands.
Perceptual Mapping
Amity Business School

Fashion Coverage

Fashion
Splash

More More
Copy Artwork
Crash
Bash
Splash

Club Coverage
Pricing Strategies Focused
on Perceived Value Amity Business School

• Satisfaction-based Pricing
• Relationship Pricing
• Efficiency Pricing
Issues in Perceived Price
Amity Business School

• Reference prices
– Internal
– External
• Tensile and objective price claims
Perceived Quality
Amity Business School

• Perceived Quality of Products


– Intrinsic vs. Extrinsic Cues
• Perceived Quality of Services
• Price/Quality Relationship
Characteristics of
Services Amity Business School

• Intangible • Perishable
• Variable • Simultaneously
Produced and
Consumed
SERVQUAL Dimensions for
Measuring Service Quality Amity Business School

DIMENSION DESCRIPTION

•Tangibles Appearance of physical facilities, equipment,


personnel, and communication materials
•Reliability Ability to perform the promised service
dependably and accurately
•Responsiveness Willingness to help customers and provide
prompt service
•Assurance Knowledge and courtesy of employees and
their ability to convey trust and confidence
•Empathy Caring, individualized attention the firm
provides its customers
Amity Business School

Ad
Emphasizin
g Tangible
Cues
Conceptual Model of the Consequences of Service
Quality Amity Business School

Service Behavioral
Quality Intentions +$
Ongoing Revenue
Superior Favorable Remain Increased Spending
Price Premium
Referred Customers
Financial
Behavior
Consequences
-$
Decreased Spending
Inferior Unfavorable Defect Lost Customers
Costs to Attract
New Customers
Focus of present study
Empirical links demonstrated in macro studies
Amity Business School

The perception of
price as an indicator
of product quality
Price/Quality (e.g., the higher the
Relationship price, the higher the
perceived quality of
the product).
Amity Business School

Objectiv
e Price

+ Perception +
of Price

Perceived Perceived
Quality Sacrifice
Perceived
+ Value -
+ -
Willingness
to Buy
A. Conceptual Relationship of Price Effect
Amity Business School

Brand Store
Name Name Objectiv
e Price

Perception Perception + Perception +


of Brand of Store of Price
+ Perceived Perceived
Quality Sacrifice
+
+ Perceived -
B. Extended Conceptualization Value
to Include Brand Name and + -
Store Name Willingness
to Buy
Perceived Risk
Amity Business School

Types
The degree of
uncertainty • Functional Risk
perceived by the • Physical Risk
consumer as to the • Financial Risk
consequences • Psychological Risk
(outcome) • Time Risk
of a specific
purchase decision.
How Consumers Handle Risk
Amity Business School

• Seek Information
• Stay Brand Loyal
• Select by Brand Image
• Rely on Store Image
• Buy the Most Expensive Model
• Seek Reassurance

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