chapter 6
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Consumer Behavior, 9 th Edition SCHIFFMAN & KANUK. Chapter 6. Consumer Perception. What do you see?. What do you see now?. What colour comes to mind?. RED. What’s in the picture?. So….what then is perception?. - PowerPoint PPT PresentationTRANSCRIPT
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Chapter 6
Consumer Perception
Consumer Behavior,Consumer Behavior,99thth Edition Edition
SCHIFFMAN & KANUK
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What do you see?
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What do you see now?
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What colour comes to mind?
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What’s in the picture?
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So….what then is 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
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Elements of Perception
• Sensation• Absolute threshold• Differential threshold• Subliminal perception
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Sensation
The immediate and direct response of the sensory
organs to stimuli.
A perfectly unchanging environment provides little
to no sensation at all!
As sensory input decreases, our ability to detect changes in input or intensity increases.
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Absolute Threshold
The lowest level at which an individual can experience a sensation.
The point at which a person can detect a difference between something and nothing
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Sensory Adaptation• As our exposure to stimulus increases, we
notice it less.• Factors leading to adaptation:– Intensity, duration, discrimination, exposure,
relevance
• Promotional methods aimed at increasing sensory input:– Experiential marketing, Sophisticated scented ads,
inserts and pop-ups, ambush advertising, Product placement
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Increased Sensory Input increased intensity
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Increased Sensory Input3D/digital billboard
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Stimulus Factors
• Size
• Intensity
• Attractive visuals
• Color and movement
• Position
• Isolation
• Format
• Contrast & expectations
• Remarkability
• Information Quantity
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Differential Threshold
The minimal differences that can be detected between two similar stimuli
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Weber’s Law
A theory concerning the perceived 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 be
perceived as different).
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Marketing Applications of the JND
• Need to determine the relevant j.n.d. for their products– so that negative changes are not readily
discernible to the public– so that product improvements are very
apparent to consumers
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Betty Crocker Changes Fall Below the J.N.D.
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Changes in Brand Name Fall Below the
J.N.D.
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Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious
awareness.
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Subliminal Perception
• 1957: Drive-In Movie Theater• 1974: Publication of Subliminal Seduction• 1990s: Allegations against Disney
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Is Subliminal Persuasion Effective?
• Extensive research has shown no evidence that subliminal advertising can cause behavior changes
• Some evidence that subliminal stimuli may influence affective reactions
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Aspects of Perception
Selection
Organization
Interpretation
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Perceptual Selection
• People receive only a small fraction of the stimuli to which they are exposed.
• Depends on two major factors–Consumers’ previous experience –Consumers’ motives
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Concepts Concerning Selective Perception
• Selective Exposure• Selective Attention• Perceptual Defense• Perceptual Blocking
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Principles of Perceptual Organization
• Referred as Gestalt psychology– Figure and ground– Grouping– Closure
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Influences of Perceptual Distortion
• Stereotypes– Physical Appearances– Descriptive Terms– First Impressions– Jumping to Conclusions– Halo Effect……………………….
The iPod has had positive effects on perceptions of Apple's other products
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Use of cultural habits to formulate imagery involving steriotypes associated with product category
“Safed Teeka”
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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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Using Imagery
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Positioning & Repositioning
Positioning• Establishing a specific image
for a brand in relation to competing brands.
Repositioning• Involves changing the
identity of the product relative to the identity of the competing brands in the collective minds of the target market
• If a brand does not reposition at the right time , it may not get a second chance
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Repositioning of Cadbury Dairy Milk
• “Kid in all of us”• “Spontaneous Joy”-
– (girl dancing in the cricket field)
• “Real Taste of Life”-– A girl is shown breaking the security barriers and entering thecricket
field to celebrate the victory of the country in the crickedmatch under the tag line “Kuch Khaas Hai Zindagi mein”. Thiscampaign went on to be awarded The Campaign of theCentury, in India at the Abby (Ad Club, Mumbai) awards.
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Different Ad Campaigns by Cadbury Dairy Milk
• “Khaane Waalon Ko Khaane Ka Bahana Chahiye”• “Kuch Meetha Ho jaye”• “Pappu Paas Ho gaya”• “Radha Miss Palampur ban gaye “• “Meetha hai Khaana aaj pehli tarrekh hai”• “Is Diwali aap kise khush kar rahe hain”
– Sister tying rakhi to her brother and receiving a box of chocolates in return
• “Shubh Aaarambh”
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Positioning Techniques• Umbrella
Positioning• Positioning Against
Competition• Positioning Based
on a Specific Benefit
• Conveying a Product Benefit
• Taking an Unowned Position
• Positioning for Several Positions
• Repositioning
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Apple’s 1984 Ad Positions Against the Competition
Click icon to reach ad
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Perceptual Mapping
A research technique that enables
marketers to plot graphically consumers’ perceptions
concerning product attributes of specific
brands.
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Perceptual Mapping
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Perceptual Mapping
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Pricing Strategies Focused on Perceived Value
• Satisfaction-based Pricing• Relationship Pricing• Efficiency Pricing
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Issues in Perceived Price
• Reference prices– Internal– External
• Tensile and objective price claims
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Acquisition-Transaction Utility• Acquisition utility
represents the consumer’s perceived economic gain or loss associated with the purchase
• Function of product utility and purchase price
• Transaction utility concerns the perceived pleasure or displeasure associated with the financial aspect of the purchase
• Determined by the difference between the internal reference price and the purchase price
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Tensile and Objective Price Claims
• Evaluations least favorable for ads stating the minimum discount level
• Ads stating maximum discount levels are better than 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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Price/Quality Price/Quality RelationshipRelationship
The perception of price as an indicator of product quality
(e.g., the higher the price, the higher the perceived quality of
the product).
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Perceived RiskTypes• Functional Risk• Physical Risk• Financial Risk• Psychological Risk• Time Risk• Social Risk
The degree of uncertainty
perceived 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