1. PERCEPTION

2. Todays class Comparison of Marks Dynamics of Perception Elements of Perception Consumer Imagery Positioning of products Perceived risk 3. Whether the centre circle are same insize? 4. Whether the lengthy lines areparallel. Zollner Illusion 5. Tell me, which one is lengthy? Muller Iyer Illusion 6. Write a story. 7. PERCEPTION The process by which an individual selects,organizes, and interprets stimuli into ameaningful and coherent picture of the world. 8. Dynamics of Perception Sensation immediate and direct response ofthe sensory organs to stimuli. Stimulus any unit of input to any of thesenses. Sensory receptors Eyes, Ears, Nose, Mouthand Skin THE ABSOLUTE THRESHOLD:- Thelowest level at which an individual can experience a sensation. [ Detecting difference between something and nothing] 9. Sensory Adaptation:- Getting used to senses. The Differential Threshold:- Minimal difference detected between two similarstimuli Ernest Weber 19th Century. Marketing Applications:- Negativechanges are not readily seen (price rise,reduce in quantity) Positive changes are clearly seen. 10. Subliminal Perception Message below the threshold level below theconscious level. Takes place in movies Motorola Mobile Phonewith Kamalahassan in Vettaiyadu Velaiyadu. MRF Tiers in Indian Movie. 11. Elements of Perception Perceptual Selection Perceptual Organization Perceptual Interpretation 12. Perceptual Selection Stimuli get selected on two factors:- Consumers previous experience affects theirexpectation Motives at the time 1) Nature of the stimulus Nature of the product, physical attributes, the packagedesign, brand name and advertisements (includescopy, choice and sex of the model, positioning, size ofad) CONTRAST Difference creates more attentiontowards the ad. 13. 2) Expectations:- People see what they want to see, based on previousexperience, familiarity and preconditioned set ofexpectations. Marketers believed that high degree of sexualitycreates more attention. 3) Motives People perceive the things they need and want Stronger the need Greater tendency to ignoreunrelated things. People who are obese see ads related to gyms anddiet. 14. SELECTIVE PERCEPTIONExample: Airtel Super Singer. Selective exposure:- Peoplelook for pleasant and sympatheticmessages and avoid painful or threatening ones. Selective attention:- People look into ads which will satisfy their need. Perceptual Defense:- People avoid psychologically threatening ones.Hence constantly change the ad nature. [Smoking warning with words, and now withimages ] 15. Perceptual Blocking:- People block stimuli which is bombarded. 16. Perceptual Organization People see everything as a whole. Gestalt Psychology Figureand Ground Grouping Closure 17. Figure and Ground 18. Figure and Ground in Product PlacementYou willcertainly noticeCoke kept here 19. Figure and Ground 20. Grouping 21. Closure 22. PERCEPTUALINTERPRETATION Stimulus are often highly ambiguous or weak. Washing Machine Story. Projective techniques Stereotypes Physical Appearances Descriptive terms First Impression Halo Effect 23. Stereotypes Peoplecarrying biased pictures in their minds of the meanings of various stimuli. People hold meaning related to stimuli Stereotypes influence how stimuli are perceived Bias in United Colors of Benetton. 24. Problematic Ad of UCB 25. Physical Appearances People associate quality with people in the ads. Attractive models have positive influence Colors of juices. Shape of the package Average men are not considered as businessman. Ex: Bill gates Vs Sarathbabu Elumalai 26. Which one is orange juice? 27. Descriptive Terms Stereotypes are reflected in Verbal messages. Accenture High Performance, Delivered. KFC Spicy Chicken McDonald Happy price (targeting Indians who are price conscious) 28. Which one is a couriercompany? 29. First Impressions First impressions are lasting The perceiver is trying to determine whichstimuli are relevant, important, or predictive 30. Halo Effect Consumers perceive and evaluate product orservice or even product line based on just onedimension. Important with spokesperson choice. Tampering the halo effect is detrimental to theorganization. Toyota Quality. Ford Safety. Sony - Music 31. The halo effecthelps Adidas break into newproduct categories. 32. Consumer Imagery Consumers perceived images about product,services, prices, product quality, retail storesand manufacturers. People buy product to enhance their selfimage (relating themselves to the product). 33. POSITIONING Image of the product in the minds of thecustomer is called POSITIONING Image of your product gear up your sales, butthe product should also deliver it performance. Product BENEFITS should be focused morethan its physical attributes. 34. Umbrella Positioning Nicolo Pome, UK marketing director forNiveas parent company Beiersdorf, said: Wewanted to find a more relevant role for theNivea brand in our target markets minds. Theawareness of the Nivea brand is vast but weneeded to find a way to engage with theaudience to a greater degree. An umbrella branding strategy, ismarketing practice that involves selling manyrelated products under a single brand name. 35. Example: Lion Dates, Amul. 36. Positioning Products andServices Model of Strategic Positioning:Positionin PositioninConsumerPositioning Communigg StrategyPerceptioAim(s) cationsObjectives(ies) ns 37. Typology of StrategicPositioning Top of the range Upper class Rolls Royce Service Impressive service Pizza hut 30mins Value for money Affordability Megamart,Europa Reliability Durability Lakshmi grinders-7yrs warranty 38. Attractive Cool, Elegant Mercedes,Bournville Country of Origin Patriotism- Amul- TheTaste of India The Brand Name Leaders in the market Apple, Sony Selectivity Discriminatory Nano, MacbookAir 39. Packaging As PositioningElement Package must convey the image of the brand. Wrong Right 40. Product Repositioning Why repositioning is required? 41. To face the competitors, who offer newproducts or service. Changing lifestyle of people, you need to suitthe current trend. Eg) Evolution of Xerox andApple. When brand need to change their targetsegment (happens rarely) Company want to advertise new offerings To motivate customers to buy a product. 42. Perceptual Mapping 43. Apple Iphone Perceptual Map 44. Positioning of Services Its difficult to position a service because itsintangible. Only Image differentiation helps to positionbetter among their competitors. Examples: Flipkart.com Reliable Pizza Hut Fast in Delivery 45. Perceived Price Perceived price should reflect the value thatthe customer receives from purchase. Perceived price reflect on Purchase intentionsand Purchase Satisfaction. REFERENCE PRICE:- Internal From customers memory External From companies and environment. 46. Perceived Quality Intrinsic Cues People actually experience theproduct here. Physical Attributes of the product. Eg) Shape, Size, and Color. Extrinsic Cues - Absence of actual experiencewith a product. Consumer often evaluate quality on the basis offactors quite external to the product itself, such as itsprice, the image of the store(s) that carries it, or theimage (that is, the reputation) of the manufacturer thatproduces it. 47. Price/Quality Relationship Most consumers rely on price as an indicatorof product quality. Consumers use price as a surrogate indicatorof quality when they have less information ofthe product. Eg:-purchase of apparels of a newbrand. When consumers are familiar with the productor have used it before price declines as adetermining factor in evaluation. 48. Perceived RiskThe uncertainty that consumers faces whenthey cannot foresee the consequences of theirpurchase decisionsTypes of Risk1) Functional 2) Physical 3) Financial 4) Social5) Psychological 6) Time 49. Handling Risk Consumers seeks information Consumers are brand loyal Consumers select by brand image Consumers rely on store image Consumers buy most expensive model Consumers seeks reassurance