Consumer Perception (marketing Subject).ppt 5a4q5c

Consumer Perception

Perception: Example of Drone attacks to curb war or terror

Consumer Perception 

Perception 

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A process by which consumers select and organize stimuli, so as to provide themselves with a meaningful and coherent view of the world Asg meaning and incorporating it into their world Part of the “Information Processing” process More than sensing something (Needs, Values and expectations)

Consumer Perception 

Consumer’s Processing of Information     

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Exposure Attention Comprehension -- Working Memory Acceptance Retention -- Permanent Memory

Perception 

Deals with the first two steps

Consumer Perception 

Exposure Information 

Consumers are exposed to virtually an infinite amount of information  

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Non-marketing Marketing

Consumers self select the information for which they come into 

Some consumers never watch CNN – will never be come into commercials (marketing stimuli) that run on this network

Consumer Perception 

Is it difficult to achieve exposure?  What percent of individuals watching TV actually watch the commercials?  

Estimates range from 20% to 80% (best guess is 41%) Radio estimates are even slightly lower (i.e., about 40% listeners actually listen to a commercial)

Consumer Perception 

How do consumers decide?  Sensation (raw sensory response to a stimulus), is needed to facilitate exposure (Scented Stores)  Evaluation of product is determinant of sensory receptor (Blind) 

Must notice something before you allow exposure     

P(Sensation) = f (absolute threshold) Absolute threshold -- minimal amount of stimulus intensity necessary for sensation to occur Examples: Emotions changes: Shoes and belts {Scent, Music} and LCD’s displayed, ambience j.n.d. -- smallest amount of a change required to allow the C to notice Examples -- sales prices, price increases

Consumer Perception 

Weber’s Law 

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Ability to note a change in a stimulus, depends on its initial level Example:  

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$500 increase in the price of a car $500 increase in the price of a personal computer

P (notice a stimulus change) = Change in stimulus /Initial level of stimulus

Perceptual Selection Stimulus selection = f(previous experience, motives at time) Example: Cash in hand and consumption, Selectivity in perception Nature of the Stimulus, Physical attributes, Package Design, Brand name, ment and commercials

Expectations/Motives: identify the needs of customer and translate it into voice of engineer

Selective Exposure: wisdom of pd; pleasant, sympathetic vs painful, threatening

Consumer Perception 

Selective Attention 

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Definition -- allocation of processing capacity to an incoming stimulus Dimensions  

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Direction -- object of focus Intensity -- amount of capacity

Importance -- Use of humor (or emotion) in an ad C’s may be intense, but be directed to the emotion

Consumer Perception 

Attention 

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Ad Clutter -- Even when forced to focus on ads, C’s best first & last ads in a pod, well; best stand alone ads Does attention guarantee success? 

Shadowing experiment results – say not necessarily   

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C’s could tell that human’s were talking C’s could detect male and/or female voice C’s could not tell the content of the message

Key is not to tradeoff direction for intensity

Perceptual Selection 

Perceptual Defense: Moral obligation regarding damaging products

Explosion, Messages Vs Pictorial Presentation

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Perceptual Blocking

Perceptual Organization Three principles has been introduced by Gestalt. (German means pattern or configuration) PO = f( figure and ground, Grouping and closure)

Figure and Ground: Dominant vs subordinate Example: Professor designed Jet after September 9/11

Grouping A couple enjoying Tea

Closure Incomplete messages are well ed Note: Perception is not only relying on raw sensory input rather it is the value placed by individual who is exposed to the product or service on the basis of his exposure, expectation and motives

Perceptual Interpretation Perceptual Distortion: Example of Film Actress Physical Appearance: Problem Solving ads should not inclined by it Stereotypes: Male are good pilot and doctors First Impression: Built brand image at first Jumping to Conclusions: Focus on packaging, Design, ment and pricing

Halo Effect: PC vs Pichli Canteen.. Ferrari for Pizza selling Expectation vs Interpretation

Product Positioning        

Umbrella Positioning Positioning against the Competition Positioning based on a specific benefit Finding an Unknown position Filling several positions Product Repositioning Perceptual Mapping Positioning of Services

Example of Banks: Privacy, Efficiency, Ambient Background, Social Conditions

Consumer Perception 

Application – Perceived Risk 

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Consumers assessment of potential consequences which may result from the purchase or usage of a product or service PR = f (Uncertainty, Consequences) Why do Cs perceive risk?   

Limited experience Limited knowledge Past dissatisfaction

Consumer Perception 

Application – Perceived Risk 

Types of Perceived Risk    

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Functional Physical Financial Social Psychological

Even if unwarranted, Marketers must deal with it 

Security is essential determinant to minimize risk and enhance the margin of profitability while taking care of perception of consumers in society.

Thank You  Questions/Answers