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Consumer Perception
Chapter Details
Nature of perception Elements of Perception Dynamics Perceptual Mapping Perception and marketing strategy Brand positioning Perceived price Perceived quality Perceived risks
Meaning
It is the process of attaining awareness or understanding of
sensory information
Process by which sensations are selected, organized and
interpreted
It explains how a person recognizes, selects, organizes and
interprets each stimulus based on his/ her needs, values
and expectations
Perception Process
Sensory
Stimuli
Sights
Sounds
Smells
Taste
Textures
Sensory
Receptors
Eyes
Ears
Nose
Mouth
Skins
Exposure Attention Interpretation
The Nature of Perception
Exposure Random Deliberate
AttentionLow Involvement High Involvement
Interpretation Low Involvement High Involvement
MemoryShort-term Long-term
Active Problem solving Stored experience, values, feeling
Purchase and consumption decision
Per
cept
ion
Information Processing for Consumer Decision Making
Exposure Exposure occurs when a stimulus comes within range of our
sensory receptor nerves
E.g hoarding while you are walking
People are exposed to large number of stimuli
Stimuli could be in form
Products
Packages
Brand names
Ads
Smell
People seek information that they think will help them achieve
their goals
Attention
Attention occurs when the stimulus activates one or more sensory
receptors and the resulting sensation go to the brain for processing
An average individual is exposed to 30000 items in a supermarket
Stimuli are available but those are not processed until a deliberate
effort is made to do so
Attention is determined by three factors
Stimulus
The individual
The situation
A. Stimulus Factors
Physical characteristics of the stimulus itself
1. Size and Intensity
Larger stimuli are more likely to be noticed than smaller ones
Insertion frequency – multiple insertions increase recall
Intensity – loudness, brightness, length
2. Colour and Movement
Serve to attract attention Bright colours and moving items are noticeable Effect of animation
3. Position
Refers to the placement of an object in a person’s visual
field
Objects near to visual field are more likely to be noticed
Eye-level grocery
RHS ads
4. Isolation and Contrast
Isolation is separating a stimulus object from the other objects
Consumers pay more attention to stimuli that are contrast with
their background than to stimuli that blend with it
5. Format
Refers to the manner in which the message is presented
Simple, straightforward presentations receive more attention
than complex
Ads that lack a clear visual point of reference or too fast / slow
decrease attention
Message difficult to understand reduce attention
6. Interestingness & Information quantity
Interestingness would depend on individual characteristics
Information overload can decrease attention levels
B. Individual Factors
Interest
Needs
Lifestyle
Long-term, Short-term goals and plans
Involvement
C. Situational Factors
Include stimuli in the environment other than the focal stimulus
and temporary characteristics of the individual that are induced by
the environment
E.g crowded mall, shopping during sale
Program involvement
Non-focused Attention Subliminal stimuli
a signal or message embedded in another medium designed
to pass below the normal limits of the human mind’s
perception
Messages are unrecognizable by the conscious mind
Can affect the sub-conscious mind and thereby influence
attitude, beliefs, thoughts
Perception Process
Sensory
Stimuli
Sights
Sounds
Smells
Taste
Textures
Sensory
Receptors
Eyes
Ears
Nose
Mouth
Skins
Exposure Attention Interpretation
Interpretation
Process of the assignment of meaning to sensation
Cognitive interpretation is a process whereby stimuli are placed into
existing categories of meaning
Affective interpretation is the emotional or feeling response triggered by a
stimulus
Based on
Stimulus
Individual
Situation
1. Individual Characteristics
Individuals actively interprets marketing messages based on needs, desires, Motives, expectation, learnings and Past experiences
Stereotypes Halo effect First impressions
2. Situational Characteristics
Temporary characteristics of the individual like hunger, mood
The amount of time available
Physical characteristics of the situation like temperature
External distraction
Contextual priming effect – immediate context in which
stimulus (ad) appears
3. Stimulus Characteristics
The product, packaging, advertisement, sales presentation
Sensory discrimination
the ability of an individual to distinguish between similar
stimuli
Just Noticeable difference (JND)
Minimal apparent difference between two stimuli as
observed by the consumer
Weber’s law – the stronger the stimulus, the greater the
change required for the stimulus to be seen as different
Individuals do not notice relatively small amount of
different between brands or attributes
Perceptual Organisation – Interpretation
Principle of Gestalt
“Whole is greater than sum of its parts”
The closure principle - Law of Good continuation
The tendency to perceive unseen
parts of a pattern as continuing in a
predictable and simple manner
Principle of Similarity
People group objects that share
similar characteristics
Law of Proximity
Things that are relatively
close to each other are
grouped together
The Figure & Ground Principle
Either one part of stimulus will dominate
In advertising, product or brand should always be figure
Creativity, humor, jingle, graphic should take a role of
ground
Selective Perception
Selective Exposure
Selective attention
Perceptual defense
Perceptual blocking
Perception
and
Marketing Strategy
Perceptual Mapping
Brand Perception = Brand attributes + symbolic attributes
Helps to understand how the consumers perceive their offerings
in relation to competitive brands on certain chosen parameters
Helps to assess how consumers view different brands in a
product category
Marketers can identify unexplored areas in terms of consumer
needs
Brand Positioning
Creating distinct image in minds of the consumers
Umbrella positioning – e.g. Maggi
Positioning on a specific benefit
Finding an ‘unowned’ position
Celebrity endorsement
Consumer imagery
Perceived Price / Quality
Reference price
Quality versus price
Perceived risk
The degree of uncertainty perceived by the consumer about the
consequence (outcome) of a specific purchase decision
Perception risk varies with product categories, shopping situation
Functional risk
Physical risk
Financial risk
Time risk
Social risk
Psychological risk
Applications to
Retail Strategy
Brand name and logo
Media strategy
Advertisement
Package design
Individual interpretation influences
behaviour
Class Discussion1. Evaluate the ad
Analyze its attention –attracting characteristics
How does the ad creative affect interpretation
Identify interpretation factors
How does the ad influencing perception
2. Develop a retail strategy for
Shampoo brand – Clinic Plus
Perfume Brand – Elizabeth Arden
I-pod – Apple
3. Compare two ads
Analyze both with reference to Attention & Interpretation factors
Identify TG
Explain how do they influence perception
Project 2 Presentation on 16th August 2010 Select any three brands of your choice Analyze its packaging, explain how packaging influences
perception, thereby buying behaviour Do a consumer survey (25 respondents) to analyze the
perception of brand basis the packaging Use various factors influencing attention and interpretation that
affect perception in relation to each of the packaging Colour Visual Size Contrast etc.
Suggest packaging strategies based on your analysis to the marketer of these brands.