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Consumer Behavior Perception Final Presentation.pptx
- 2. The Power of Sensation How Our Senses Shape Our Perception
- 3. The Symphony of Sensations ● Our world is filled with an array of sensations ● Natural and manufactured stimuli bombard us constantly ● Marketers contribute to this sensory overload ● Each of us copes with this by selectively attending to certain stimuli Photo by Pexels
- 4. Sensation vs Perception ● Sensation is the immediate response of our sensory receptors ● Perception is the process of selecting, organizing, and interpreting sensations ● Perception adds meaning to raw sensations ● Our brains receive external stimuli through various channels Photo by Pexels
- 5. Appealing to Multiple Senses ● Marketers' messages are more effective when they engage multiple senses ● Studies show that multisensory marketing enhances perception ● Unique sensory qualities differentiate brands from competitors ● Creating associations with sensations can leave a lasting impact Photo by Pexels
- 6. Overcoming Challenges ● Changing sensory perceptions is a challenging task ● Consumers may have preconceived biases and doubts ● Individual experiences shape interpretations ● In Pakistan, UHT (ultra-high temperature) milk is a common option offered by brands like Nestlé Milk Pak. UHT milk has a longer shelf life and doesn't require refrigeration until opened, making it convenient for consumers with limited access to refrigeration Photo by Pexels
- 7. Unlocking the Emotional and Sensory Aspects of Consumer Interactions
- 8. Hedonic Consumption: Enhancing Consumer Experiences ● Products' sensory, fantasy, and emotional aspects are crucial to hedonic consumption ● Physical cues prime us to react even without awareness ● Context effects subtly influence our perception of products ● For instance, skincare and cosmetics brands like "J.," "L'Oréal," and "Gul Ahmed" invest in packaging design, scents, and overall product presentation to appeal to consumers' sensory and emotional preferences.
- 9. Using Senses to Create a Competitive Advantage
- 12. Cultural Significance of Colors: In Pakistan, colors like green hold cultural significance due to their connection with the national flag and patriotism.
- 13. During the festival of Eid, bright and vibrant colors are associated with joy and celebration, influencing clothing choices and decorations
- 14. Color preferences in Pakistan vary by gender and age, influencing clothing choices and product designs.
- 21. The Stages of Perception
- 22. Stage 1: Exposure Sensory Threshold is the energy required for us to detect stimuli. Absolute Threshold refers to the minimum amount of stimulation a person can detect. Differential Threshold refers to the ability of a sensory system to detect changes in or differences between two stimuli.
- 23. Weber's Law in Consumer Behaviour If the stimulus is strong to begin with, then a relatively small change in the intensity of that stimulus is unlikely to be picked up on.
- 25. Subliminal Perception Marketing messages that influence consumers unconsciously They’re inaudible to the conscious mind but audible to the unconscious, or deeper, mind.
- 26. Stage 2: Attention A state of focused awareness with the readiness to respond. Consumers often live in a state of sensory overload Rich media; the use of animated.gif files or video clips to grab viewers’ attention.
- 27. Personal Selection Factors Perceptual Vigilance We are more likely to be aware of stimuli that relate to our current needs. Perceptual Defense This means that we tend to see what we want to see.
- 28. Factors Leading to Adaptation: • Intensity • Discrimination • Exposure • Relevance Adaptation - is the degree to which consumers continue to notice a stimulus over time. The process of adaptation occurs when we no longer pay attention to a stimulus because it is so familiar.
- 29. Stimulus Selection Factors Characteristics of the stimulus itself play an important role to determine what we notice and what we ignore. A message creates contrast in several ways: o Size o Color o Position o Novelty
- 30. Stage 3: Interpretation And its Biases ● Interpretation refers to the meanings we assign to sensory stimuli. ● Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. (Gestalt Psychology) ● The closure principle, The similarity principle and The figure-ground principle.
- 31. Story telling campaign by Generation (The closure Principle) Marketing strategies that use the closure principle encourage audience participation, which increases the chance that people will attend to the message. Nike’s Just do It Campaign: The similarity Principle consumers tend to group together objects/brands that share similar physical/emotional characteristics with them.
- 32. Semiotics: The Meaning of Meaning ● A discipline that studies the correspondence between signs and symbols and their roles in how we assign meanings. ● From a semiotic perspective, every marketing message has three basic components: an object, a sign (or symbol), and an interpretant.
- 33. Hyperreality ● This refers to the process of making real what is initially simulation or “hype.” Advertisers create new relationships between objects and interpretants when they invent connections between products and benefits. ● The “artificial” associations between product symbols and the real world take on lives of their own
- 35. Perceptual Positioning ● Perception of a brand comprises both its functional attributes (e.g., its features, its price, and so on) and its symbolic attributes (its image and what we think it says about us when we use it). ● Marketers can use many dimensions to carve out a brand’s position in the marketplace.
- 36. ● Lifestyle: Saffaron is a “higher-class” condiment. ● Price leadership: L’Oréal sells its Noisôme brand face cream in upscale beauty shops. ● Attributes: Rose Petal Tissues are “convenient and easy to use for every situation.”
- 37. ● Competitors: Dawlance is “the most reliable company.” ● Occasions: Velo is an alternative at times when smoking is not permitted. ● Users: Levi’s Dockers target men in their 20s to 40s. ● Quality: At Élan, “Quality is vital.
Hinweis der Redaktion
- Perception establishes the meaning about a product or brand when a consumer makes initial contact Every consumer goes through a process comprised of three stages for them to create a perception of something
- Our world is full of stimulus energy, and we can detect most of it. Some animals have senses that can detect types of stimuli that we cannot If you have ever blown a dog whistle and watched your dog respond to a sound, you cannot hear. The sound a dog whistle emits is at too high a frequency for human ears to pick up, so this stimulus is beyond our auditory absolute threshold. The absolute threshold is an important consideration when people design marketing stimuli. A highway billboard might have the most entertaining copy ever written, but this genius is wasted if the print is too small for passing motorists to see it.
- This principle of Weber’s law is called as “Just Noticeable Difference(JND)“. Can be applied in improving packaging, product and promotion. Dairy milk has used Weber’s Law to stay as most fulfilling chocolate among the consumers. In the year 2012, Dairy milk standard bar chocolate weight was reduced from 49 grams to 45 grams and maintained 59 p as price. Price being the major cue in consumer decision-making, people will not normally notice the weight change. The key here is the weight, if the weight was reduced to 39 grams ( based on the findings of Weber – you need 8 -10% change to feel the difference) consumer will find the difference. Cadbury’s cleverly reduced the weight to 45 grams so the consumers will not feel the difference. Consider how Weber’s Law works for a product when it goes on sale. If a retailer believes that a markdown should be at least 20 percent for the reduction to make an impact on shoppers it should cut the price on a pair of socks that retails for $10 to $8 (a $2 discount) for shoppers to realize a difference. However, a sports coat that sells for $100 would not benefit from a $2 discount; the retailer would have to mark it down $20 to achieve the same impact.
- Similarly, When a brand tries to modernize its logo, it must walk a fine line because consumers tend to get tired of old-fashioned designs, but they still want to be able to identify the familiar product
- There’s really no supporting evidence that says subliminal advertising actually works. It can go both ways. For example, in 1957 in a drive-in theater in New Jersey, messages such as "Drink Coke" and "Eat Popcorn" were flashed on the screen and sales of these refreshments increased considerably as a result. The Food Network made major headlines in 2007 when it was caught inserting a flash of the McDonald’s logo during the popular show Iron Chef.
- Todays consumer are exposed to far more information than we can process. The average adult is exposed to about 3,500 pieces of advertising information every single day—up from about 560 per day 30 years ago. Marketers constantly search for ways to break through the clutter and grab people’s attention. Some tactics are straightforward, such as when manufacturers try to get their brands shelved at eye level in a store and toward the center of a display because they know that is where shoppers are most likely to look
- There are two types of selective perception: Perceptual Vigilance, Perceptual Defense. PV: Someone considering buying a certain brand of car is more likely to notice ads about the car than someone who is neutral to the brand. PD: A smoker is exposed to an advertisement stating the harmful effects of cigarette smoking. A commuter who is enroute to work might read a billboard message when the board is first installed, but after a few days it simply becomes part of the passing scenery.
- We ignore the sounds that our car makes every day Intensity— Less-intense stimuli (e.g., soft sounds or dim colors) habituate because they have less sensory impact. Discrimination— Simple stimuli habituate because they do not require attention to detail. Exposure— Frequently encountered stimuli habituate as the rate of exposure increases. Relevance— Stimuli that are irrelevant or unimportant habituate because they fail to attract attention.
- Marketers need to understand these factors so they can create messages and packages that will have a better chance to cut through the clutter. We are more likely to notice stimuli that differ from others around them. Size—The size of the stimulus itself in contrast to the competition helps to determine if it will command attention Color—As we’ve seen, color is a powerful way to draw attention to a product or to give it a distinct identity Position—Not surprisingly, we stand a better chance of noticing stimuli that are in places we’re more likely to look Novelty—Stimuli that appear in unexpected ways or places tend to grab our attention. Packages that “stand out” visually on store shelves have an advantage. These places include thebacks of shopping carts, walls of tunnels, floors of sports stadiums, and yes, even public restrooms