Presentation on Perception

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WHAT IS PERCEPTION??

PERCEPTION HOW WE SEE THE WORLD AROUND US

PERCEPTION is defined a process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world

Sensation Absolute Threshold Differential Threshold J.N.D. (just noticeable differences) Marketing applications of j.n.d. Subliminal Perception

IBM

IBMLaser printer 4029

By LEXMARK

IBM Laser Printer 4029 by

LEXMARK

LEXMARKLaser printer 4029

Perception Process Perceptual Selection Perceptual Organization Perceptual Interpretation

Perceptual Selection Nature of stimulus Expectations Motives

Important Selective perception concepts Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking

Perceptual Organization Figure and Ground Grouping Closure

Perceptual Interpretation

Physical Appearances Stereotypes Irrelevant Cues First impressions Jumping to Conclusions Halo Effect

Consumer Imagery Product and Service Images Perceived Price Perceived Quality Retail Store Image Manufacturer’s Image Brand Image

Product and Service Images Positioning Strategy• Perceptual Mapping• Positioning of Services Repositioning Strategy

Perceived Price Reference price internal reference price external reference price Plausible price plausible low price plausible high price implausible high price Discount claims tensile price claims objective price claims

Perceived Quality Perceived Quality of Products Perceived Quality of Services Price/Quality Relationship

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U.S.A. Germany Japan Korea

positively quality

Perceived Quality

SERVQUAL Dimensions for measuring service quality

DIMENSIONS DERSCRIPTION

TangiblesReliabilityResponsivenessAssuranceempathy

Appearance of facilities,materials,personnelAbility to performWillingness to helpKnowledge & courtesyCaring, individualized attention the firm to provide its customers

SERVPERF OUTCOME DIMENSION PROCESS DIMENSION

Perceived RiskPerceived risk is defined as the uncertainty

that consumer faces when they cannot foresee the consequences of their purchase decisions.

Types of Perceived Risk Functional Risk Physical Risk Financial Risk Social Risk Psychological Risk Time Risk

Variation in Risk Perception AMOUNT OF RISK High Risk perceiver Low Risk perceiver PRODUCT CATEGORIES SHOPPING SITUATION

Consumer’s Risk Handling Seek Information Brand loyal Select by Brand Image Rely on Store Image Buy Most Expensive Model Seek Reassurance

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