Perception and Marketing- Consumer Behavior
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A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands. Perception and Marketing- Consumer Behavior
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Perception and Marketing- Consumer Behavior
- 1. Chapter 5 Consumer Perception Consumer Behaviour Asian Edition Schiffman/Kanuk/Das Copyright © 2009 Pearson Education Asia Pte.
- 2. Copyright © 2006 Pearson Education Asia Pte. 5-2 Opening Vignette • Good Carbs, Bad Carbs • Pasta, white bread, beer are ‘bad carbs’ • Beer is perceived as high in bad carbs • Only 11 to 17 gms per bottle • Consumers overestimate carbs in beer • Perceptions have to change
- 3. Copyright © 2006 Pearson Education Asia Pte. 5-3 Perception The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us
- 4. Copyright © 2006 Pearson Education Asia Pte. 5-4 Sensation • The immediate and direct response of the sensory organs to stimuli. • A perfectly unchanging environment provides little to no sensation at all!
- 5. Copyright © 2006 Pearson Education Asia Pte. 5-5 Differential Threshold or j.n.d • The minimal difference that can be detected between two similar stimuli
- 6. Copyright © 2006 Pearson Education Asia Pte. 5-6 Aspects of Perception Selection Organization Interpretation
- 7. Copyright © 2006 Pearson Education Asia Pte. 5-7 Perceptual Selection • Conscious and unconscious screening of stimuli
- 8. Copyright © 2006 Pearson Education Asia Pte. 5-8 Perceptual Selection • Depends on three major factors •Consumer’s previous experience •Consumer’s motives •Nature of the stimulus
- 9. Copyright © 2006 Pearson Education Asia Pte. 5-9 Concepts Concerning Selective Perception Gestalt Psychology Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking
- 10. Copyright © 2006 Pearson Education Asia Pte. 5-10 Perceptual Selection – Cont’d • Selective exposure • Consumers actively choose stimuli that they want to see • Selective attention • Consumers decide how much attention they will pay to a stimulus
- 11. Copyright © 2006 Pearson Education Asia Pte. 5-11 Perceptual Selection – Cont’d • Perceptual defence • Consumers screen out psychologically threatening stimuli • Perceptual blocking • ‘tuning out’ of stimuli
- 12. Copyright © 2006 Pearson Education Asia Pte. 5-12 Principles of Perceptual Organization • Figure and ground • Definition of figure depends on the background • Grouping • Information is organized into chunks • Closure • Incomplete stimuli create tension
- 13. Copyright © 2006 Pearson Education Asia Pte. 5-13 Influences of Perceptual Distortion • Physical Appearances • Stereotypes • First Impressions • Jumping to Conclusions • Halo Effect
- 14. Copyright © 2006 Pearson Education Asia Pte. 5-14 Issues In Consumer Imagery • Product Positioning and Repositioning • Perceived Price • Perceived Quality • Price-Quality Relationship • Perceived Risk
- 15. Copyright © 2006 Pearson Education Asia Pte. 5-15 Positioning • Establishing a specific image for a brand in relation to competing brands
- 16. Copyright © 2006 Pearson Education Asia Pte. 5-16 Positioning Techniques • Umbrella Positioning • Positioning Against Competition • Positioning Based on a Specific Benefit Conveying a Product Benefit Taking an Un-owned Position Positioning for Several Positions Repositioning
- 17. Copyright © 2006 Pearson Education Asia Pte. 5-17
- 18. Copyright © 2006 Pearson Education Asia Pte. 5-18 Perceptual Mapping • A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
- 19. Copyright © 2006 Pearson Education Asia Pte. 5-19 Pricing Strategies Focused on Perceived Value •Satisfaction-based Pricing •Relationship Pricing •Efficiency Pricing
- 20. Copyright © 2006 Pearson Education Asia Pte. 5-20 Perceived Quality • Perceived Quality of Products • Intrinsic vs. Extrinsic Cues • Perceived Quality of Services • Price/Quality Relationship
- 21. Copyright © 2006 Pearson Education Asia Pte. 5-21 Price/Quality Relationship The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product).
- 22. Copyright © 2006 Pearson Education Asia Pte. 5-22 (continued)
- 23. Copyright © 2006 Pearson Education Asia Pte. 5-23 Figure 5-9 (continued)
- 24. Copyright © 2006 Pearson Education Asia Pte. 5-24 Perceived Risk • The degree of uncertainty perceived by the consumer as to the consequences (outcomes) of a specific purchase decision High-risk perceivers are narrow categorizers Limit their choices to safe alternatives Low-risk perceivers are broad categorizers Wide range of alternatives preferred
- 25. Copyright © 2006 Pearson Education Asia Pte. 5-25 Types of Risk • Functional Risk • Physical Risk • Financial Risk • Psychological Risk • Time Risk
- 26. Copyright © 2006 Pearson Education Asia Pte. 5-26 How Consumers Handle Risk • Seek Information • Stay Brand Loyal • Select by Brand Image • Rely on Store Image • Buy the Most Expensive Model • Seek Reassurance
- 27. Copyright © 2006 Pearson Education Asia Pte. 5-27 Perception and Marketing Strategy • Make perceptual selection work in your favour • Increase accidental exposure • Draw attention to your ad using contrast and other principles • Find creative ways to reduce blocking • continued
- 28. Copyright © 2006 Pearson Education Asia Pte. 5-28 Perception and Marketing Strategy • Ensure that consumers organize and interpret messages correctly • Develop suitable consumer imagery • Find ways to reduce perceived risk