2. INTRODUCTION
• 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 producers.
• Difference in perception is natural in
human behaviour.
• Perception is described as persons view of
reality.
3. MEANING OF PERCEPTION
• The process by which an individual
selects, organizes, and interprets stimuli
into a meaningful and coherent picture of
the world
4. 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
6. The immediate and direct response of
the sensory organs to stimuli.
Stimulus – any unit of input to any of
the senses.
Sensory receptors – Eyes, Ears, Nose,
Mouth and Skin
SENSATION
7. ABSOLUTE THRESHOLD
• The lowest level at which an
individual can experience a
sensation. [ Detecting difference
between “something and
nothing”]
9. 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
11. • Perceptual Selection
• Perceptual
Organization
• Perceptual
Interpretation
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SOFPERCEPTION
12. • Stimuli get selected on two factors:-
– Consumers previous experience affects
their expectation
– 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.
PERCEPTUALSELECTION
13. • 2) Expectations:-
– People see what they want to see, based on
previous experience, familiarity and
preconditioned set of expectations.
– Marketers believed that high degree of sexuality
creates
more attention.
• 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
14. 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 ]
Selective
perception
22. • Stimulus are often highly ambiguous or
weak.
– Washing Machine Story.
– Projective techniques
1. Stereotypes
2. Physical Appearances
3. Descriptive terms
4. First Impression
5. Halo Effect
PERCEPTUALINTERPRETATION
23. – 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.
Stereotype
s
24. 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.
25. – 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
Physical
Appearances
29. • First impressions are lasting
• The perceiver is trying to determine
which stimuli are relevant, important, or
predictive
First
Impressions
30. • Consumers perceive and evaluate product
or service or even product line based on
just one dimension.
• Important with spokesperson choice.
• Tampering the halo effect is detrimental to
the organization.
• Toyota – Quality.
• Ford – Safety.
• Sony - Music
HALO
EFFECT
