• Different individuals tend to see the world in our
own ways.Individuals act and react on the basis
of their thinking , nature & philsophises of life not
on the basis of reality.
• Consumer perception emphasises what
consumer think about the product , brand,and
• Difference in perception is natural in human
• Perception is described as persons view of reality.
5. MEANING OF PERCEPTION
• The process by which an individual selects,
organizes, and interprets stimuli into a
meaningful and coherent picture of the world
6. DEFINITIONS OF PERCEPTION
• “Perception is a process of receiving,
selecting, organising, interpreting, checking
and reacting to sensory stimuli or data so as to
form a meaningful and coherent picture of the
world”. _Davis Keith
11. SUBLIMINAL PERCEPTION
• Perception of very weak or rapid stimuli received
below the level of conscious awareness
• Subliminal perception occurs whenever stimuli
presented below the threshold or limen for
awareness are found to influence thoughts,
feelings, or actions.
• The term subliminal perception was originally
used to describe situations in which weak stimuli
wereperceived without awareness
14. • Stimuli get selected on two factors:-
– Consumers previous experience affects their
– Motives at the time
• 1) Nature of the stimulus
– Nature of the product, physical attributes, the
package design, brand name and advertisements
(includes copy, choice and sex of the model,
positioning, size of ad)
– CONTRAST – Difference creates more attention
towards the ad.
15. • 2) Expectations:-
– People see what they want to see, based on previous
experience, familiarity and preconditioned set of
– Marketers believed that high degree of sexuality creates
• 3) Motives
– People perceive the things they need and want – Stronger
the need – Greater tendency to ignore unrelated things.
– People who are obese see ads related to gyms and diet.
16. Example: Airtel Super Singer.
• Selective exposure:-
– People look for pleasant and sympathetic messages
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 with images ]
24. • Stimulus are often highly ambiguous or weak.
– Washing Machine Story.
– Projective techniques
2. Physical Appearances
3. Descriptive terms
4. First Impression
5. Halo Effect
25. – People carrying 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.
27. This 1991 ad is much more than meets the eye. Sure,
there’s the typical message of unity: one figure from
three historically conflicting continents all being
warmed by a single blanket. Looking closer at the
image, you see that the women on either end of the
child have their hands clasped together (which would
probably explain the colours used for the blanket) and
suddenly the image becomes a family portrait. The
power of this advert is its subtlety and refusal to
submit to any homosexual stereotypes or restrictions
in terms of interracial love or the issue of adopting.
28. – 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
32. • First impressions are lasting
• The perceiver is trying to determine which
stimuli are relevant, important, or predictive
33. • Consumers perceive and evaluate product or
service or even product line based on just one
• Important with spokesperson choice.
• Tampering the halo effect is detrimental to the
• Toyota – Quality.
• Ford – Safety.
• Sony - Music
• The uncertainty that consumer face when
they cannot foresee the consequences of their
• Two relevant aspects of perceived risks are
uncertainty and consequences.
• Perception of risk varies depending on the
person, the product, the situation, and the
36. Reasons For Perceived Risk
• Consumer may not have any previous experience
with the product
• The product may be new to the market
• The consumer may feel that he have very limited
knowledge on purchasing decision
• Consumer may have an unsatisfactory experience
with the other brands of the same product category
• When the product is technologically complex
• When the consumer has little self confidence
37. Types of Perceived Risk
• Functional Risk
• Physical Risk
• Psychological Risk
• Financial Risk
• Time Risk
38. Functional Risk :- Product will not perform as
Physical Risk :- Product can harm self and
Financial Risk :- Product will not be worth its
Psychological Risk:-Poor product choice will
bruise the consumer’s ego
Time Risk :-Time spent in product search
may be wasted if the product
does not perform as expected
39. Methods to Reduce Perceived Risk
• Seek Information
• Remain Brand Loyal
• Rely on Brand Image
• Rely on Store Image
• Buy the Most Expensive Model or
Notas do Editor
1.Every individual perceives the world through his perception
2.Its very important for a marketer,to understand the whole notion of perception of consumers to determine what factors influence the consumer to buy.People buy what is best to them-not what is best.