Consumer Perception (Ref. Chapter 8)

1. Consumer Perception (Ref. Chapter 8)

2. Week 3 • Perception – How consumers perceive the world.. • Learning – How consumers learn and remember • Attitudes – Opinions, views and actions towards products/brands • Motivation and Personality. • External Influences – Groups… • Feedback on assignment 1..

3. Consumer Behaviour Grand Modelling

4. Major Influences on Customer BehavioursNeeds, Emotions, Personalities, Group Influences

5. Basic Framework Perception Motivation Search Evaluation Choice Learning

6. Perception ATTENTION The process by which individuals / consumers selects organize and interpret stimuli into a meaningful and coherent picture of the world “How we see the world around us” “Consumers making sense of their world”

7. Perceptions Summary What is Perception? It consists of a all those activities by which an individual acquires and gives meaning to stimuli. It is a critical part of the human brain’s information processing system

8. Elements of Perception • Sensation • Stimulus factors • Individual factors • Situational factors • Threshold – • Absolute • Differential • Subliminal perception

9. Sensation Direct response of sensory organs to stimuli Senses -what are the main senses?

10. The Five Senses Sensations? • Audition / hearing • Vision / seeing • Olfaction/Smell • Tactition/Touch/Texture • Gustation/Taste

11. Stimulus factors • Physical characteristics • Contrast • Size • Intensity • Colour • Movement • Position • Form

14. Attention seeking?

15. How do you advertise cars?–that they all look the same!

16. We are very sensitive • Lack of one sense is often compensated by an increase in other senses…… • Senses can be heightened!

17. Individual Factors Personal characteristics - internal factors –interests, needs, prior learning and expectations

18. Situational Factors How the stimulus is received Whether the individual is relaxed – in a hurry, in a stressful situation..

19. Absolute threshold is the lowest level at which an individual can experience a sensation

20. Differential Threshold Known as Just Noticeable Difference (jnd) Minimal difference that can be detected between 2 similar stimuli

21. Differential Threshold Important in marketing - So that negative changes are not discernible to the public Eg a change in ingredients a change in the size of a chocolate bar

22. Differential Threshold Important in marketing - So that product improvements are very apparent to consumers. Eg a change in speed of a CPU An improvement in comfort of a car.

23. Weber’s Law The stronger the initial stimulus, the greater the intensity for the second stimulus to be perceived as different Basis for “habituation”

24. Subliminal Perception Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be received Is illegal if discovered.

26. Aspects of Selection • Selection • Organisation • Interpretation

27. Perceptual Selection • Consumers selective in what they perceive • Selection depends on - nature of stimulus - expectations - motives

28. Perceptual Organisation Consumers organise perceptions to make sense e.g. figure and ground relationship

29. Interpretation • Physical appearances • Stereotypes • First impressions • Jumping to conclusions

30. Perceptions and Marketing Basis for marketing decisions – strategy and operational e.g. product positioning communications media and message

31. Perceptions Summary What is Perception? It consists of a all those activities by which an individual acquires and gives meaning to stimuli. It is a critical part of the human brain’s information processing system

32. Perceptions Summary Three key factors Stimulus per se Individual Situational