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8/3/2019 38a88Module II c
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Amity Business School
Consumer Perception
8/3/2019 38a88Module II c
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Amity Business School
Perception
The process by whichan individual selects,
organizes, and
interprets stimuli into ameaningful and
coherent picture of the
world
How we see the world
around us
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Amity Business School
The Perceptual Process
Selection Exposure
Attention
Organization
Interpretation Categorization
Inference
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Elements of Perception Sensation
Absolute threshold : It is the lowest level at which anindividual can experience a sensation.
Differential threshold : The minimal difference thatcan be detected between two similar stimuli is calledthe differential threshold or just noticeabledifference.
Increase of Rs 5 on premium juice (Rs 150 / liter) andon petrol.
Subliminal perception
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Sensation
The immediate and
direct response of the
sensory organs to
stimuli.
A perfectly unchanging
environment provideslittle to no sensation at
all!
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WebersLaw
A theory concerning theperceived differentiation
between similar stimuli of
varying intensities (i.e., the
stronger the initial stimulus,
the greater the additional
intensity needed for the
second stimulus to beperceived as different).
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Marketing Applicationsof the JND Need to determine the relevant j.n.d. for their products.
Below jnd level : To hide the negative changes.(Reduction in product size or quality, increase in price).
Above j.n.d. level : To highlight the product
improvements ( improved or updated packaging, largersizes or lower price)
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Amity Business School
Subliminal
Perception
Perception of very
weak or rapid stimuli
received below the
level of conscious
awareness.
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Aspects of Perception
Selection
Organization
Interpretation
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Why Parachute is extending the brand in skincare
market?
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Amity Business School
Perceptual Selection
Depends on two major factors
Consumers previous experience Consumers motives
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Concepts Concerning SelectivePerception
Selective Exposure
Selective Attention
Perceptual Defense
Perceptual BlockingGestaltPsychology
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Principles of PerceptualOrganization
Figure and ground (Product Placement)
Grouping (multiplebenefit)
Closure (incompletepicture, complete
the sequence)
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Influences of PerceptualDistortion
Stereotypes : Individual carry biased pictures in theirminds of the meanings of various stimuli. It can be due to;
a) Physical Appearances: Attractive models, ice creampackages are round.
b) Descriptive Terms:
First Impressions
Jumping to Conclusions
Halo Effect
Marketers are using and encashing habits and beliefs.
Surf Lalitaji, Chintamani, Vicco Turmeric cream
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Amity Business School
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Amity Business School
Issues In Consumer Imagery
Product Positioning and Repositioning
Positioning of Services Perceived Price
Perceived Quality
Retail Store Image Manufacturer Image
Perceived Risk
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Positioning
Establishing aspecific image for a
brand in relation to
competing brands.
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Positioning Techniques Umbrella
Positioning
PositioningAgainstCompetition
PositioningBased on aSpecific Benefit
Conveying aProduct Benefit
Taking anUnownedPosition
Positioning forSeveral Positions
Repositioning
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Amity Business School
Perceptual
Mapping
A research technique
that enables
marketers to plot
graphically
consumers
perceptions
concerning productattributes of specific
brands.
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Amity Business School
Perceptual Mapping
More
Artwork
More
Copy
Fashion Coverage
Club Coverage
Splash
Crash
Fashion
Splash
Bash
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Amity Business School
Pricing Strategies Focused onPerceived Value
Satisfaction-based Pricing
Relationship Pricing Efficiency Pricing
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Amity Business School
Acquisition-Transaction Utility
Acquisition utilityrepresents the
consumers perceivedeconomic gain or lossassociated with thepurchase
Function of productutility and purchaseprice
Transaction utilityconcerns the perceived
pleasure or displeasureassociated with thefinancial aspect of thepurchase
Determined by thedifference between theinternal reference priceand the purchase price
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Tensile and ObjectivePrice Claims Evaluations least favorable
for ads stating the minimumdiscount level
Ads stating maximum
discount levels are betterthan stating a range
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Perceived Quality
Perceived Quality of Products
Intrinsic vs. Extrinsic Cues
Perceived Quality of Services
Price/Quality Relationship
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SERVQUAL Dimensions for Measuring
Service QualityDIMENSION DESCRIPTION
Tangibles Appearance of physical facilities, equipment,
personnel, and communication materialsReliability Ability to perform the promised service
dependably and accurately
Responsiveness Willingness to help customers and provide
prompt serviceAssurance Knowledge and courtesy of employees and
their ability to convey trust and confidence
Empathy Caring, individualized attention the firm
provides its customers
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Amity Business SchoolConceptual Model of the Consequences ofService Quality
Superior
Inferior
Favorable
Unfavorable
Remain
Behavior
Defect
+$
Ongoing Revenue
Increased Spending
Price Premium
Referred Customers
Financial
Consequences
-$
Decreased SpendingLost Customers
Costs to Attract
New Customers
Service
Quality
Behavioral
Intentions
Focus of present study
Empirical links demonstrated in macro studies
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Amity Business School
Price/Quality
Relationship
The perception of
price as an indicator
of product quality
(e.g., the higher the
price, the higher the
perceived quality ofthe product).
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Amity Business SchoolConceptual Model of the Effects of Price,Brand Name, and Store Name on Perceived
ValueObjectiv
e Price
Perception
of Price
Perceived
Sacrifice
Perceived
Quality
Perceived
Value
Willingness
to Buy
A. Conceptual Relationship of Price Effect
+
++
+
--
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Amity Business Schoolcontinued
B. Extended Conceptualizationto Include Brand Name and
Store Name
Store
Name
Brand
Name
Perceptionof StorePerceptionof Brand
+
+
Objectiv
e Price
Perception
of Price
Perceived
Sacrifice
Perceived
Quality
Perceived
Value
Willingness
to Buy
+
+
+
+
-
-
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Perceived Risk
Types
Functional Risk Physical Risk
Financial Risk
Psychological Risk Time Risk
The degree of
uncertaintyperceived by the
consumer as to the
consequences(outcome)
of a specific
purchase decision.
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How Consumers Handle Risk
Seek Information
Stay Brand Loyal Select by Brand Image
Rely on Store Image
Buy the Most Expensive Model Seek Reassurance