Perception and Marketing- Consumer Behavior
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Chapter 5 explores consumer perception and behavior, emphasizing how individuals select, organize, and interpret stimuli, leading to their understanding of products and brands. Key concepts include selective perception, positioning, and the influence of perceived quality and risk on consumer choices. The chapter highlights the importance of marketing strategies that leverage consumer perception to enhance engagement and minimize perceived risks.
Perception and Marketing- Consumer Behavior
- 1. Chapter 5 Consumer Perception Consumer Behaviour Asian Edition Schiffman/Kanuk/Das Copyright Š 2009 Pearson Education Asia Pte.
- 2. Copyright Š 2006 Pearson Education Asia Pte. 5-2 Opening Vignette ⢠Good Carbs, Bad Carbs ⢠Pasta, white bread, beer are âbad carbsâ ⢠Beer is perceived as high in bad carbs ⢠Only 11 to 17 gms per bottle ⢠Consumers overestimate carbs in beer ⢠Perceptions have to change
- 3. Copyright Š 2006 Pearson Education Asia Pte. 5-3 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
- 4. Copyright Š 2006 Pearson Education Asia Pte. 5-4 Sensation ⢠The immediate and direct response of the sensory organs to stimuli. ⢠A perfectly unchanging environment provides little to no sensation at all!
- 5. Copyright Š 2006 Pearson Education Asia Pte. 5-5 Differential Threshold or j.n.d ⢠The minimal difference that can be detected between two similar stimuli
- 6. Copyright Š 2006 Pearson Education Asia Pte. 5-6 Aspects of Perception Selection Organization Interpretation
- 7. Copyright Š 2006 Pearson Education Asia Pte. 5-7 Perceptual Selection ⢠Conscious and unconscious screening of stimuli
- 8. Copyright Š 2006 Pearson Education Asia Pte. 5-8 Perceptual Selection ⢠Depends on three major factors â˘Consumerâs previous experience â˘Consumerâs motives â˘Nature of the stimulus
- 9. Copyright Š 2006 Pearson Education Asia Pte. 5-9 Concepts Concerning Selective Perception Gestalt Psychology ďŽ Selective Exposure ďŽ Selective Attention ďŽ Perceptual Defense ďŽ Perceptual Blocking
- 10. Copyright Š 2006 Pearson Education Asia Pte. 5-10 Perceptual Selection â Contâd ⢠Selective exposure ⢠Consumers actively choose stimuli that they want to see ⢠Selective attention ⢠Consumers decide how much attention they will pay to a stimulus
- 11. Copyright Š 2006 Pearson Education Asia Pte. 5-11 Perceptual Selection â Contâd ⢠Perceptual defence ⢠Consumers screen out psychologically threatening stimuli ⢠Perceptual blocking ⢠âtuning outâ of stimuli
- 12. Copyright Š 2006 Pearson Education Asia Pte. 5-12 Principles of Perceptual Organization ⢠Figure and ground ⢠Definition of figure depends on the background ⢠Grouping ⢠Information is organized into chunks ⢠Closure ⢠Incomplete stimuli create tension
- 13. Copyright Š 2006 Pearson Education Asia Pte. 5-13 Influences of Perceptual Distortion ⢠Physical Appearances ⢠Stereotypes ⢠First Impressions ⢠Jumping to Conclusions ⢠Halo Effect
- 14. Copyright Š 2006 Pearson Education Asia Pte. 5-14 Issues In Consumer Imagery ⢠Product Positioning and Repositioning ⢠Perceived Price ⢠Perceived Quality ⢠Price-Quality Relationship ⢠Perceived Risk
- 15. Copyright Š 2006 Pearson Education Asia Pte. 5-15 Positioning ⢠Establishing a specific image for a brand in relation to competing brands
- 16. Copyright Š 2006 Pearson Education Asia Pte. 5-16 Positioning Techniques ⢠Umbrella Positioning ⢠Positioning Against Competition ⢠Positioning Based on a Specific Benefit ďŽ Conveying a Product Benefit ďŽ Taking an Un-owned Position ďŽ Positioning for Several Positions ďŽ Repositioning
- 17. Copyright Š 2006 Pearson Education Asia Pte. 5-17
- 18. Copyright Š 2006 Pearson Education Asia Pte. 5-18 Perceptual Mapping ⢠A research technique that enables marketers to plot graphically consumersâ perceptions concerning product attributes of specific brands.
- 19. Copyright Š 2006 Pearson Education Asia Pte. 5-19 Pricing Strategies Focused on Perceived Value â˘Satisfaction-based Pricing â˘Relationship Pricing â˘Efficiency Pricing
- 20. Copyright Š 2006 Pearson Education Asia Pte. 5-20 Perceived Quality ⢠Perceived Quality of Products ⢠Intrinsic vs. Extrinsic Cues ⢠Perceived Quality of Services ⢠Price/Quality Relationship
- 21. Copyright Š 2006 Pearson Education Asia Pte. 5-21 Price/Quality Relationship The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product).
- 22. Copyright Š 2006 Pearson Education Asia Pte. 5-22 (continued)
- 23. Copyright Š 2006 Pearson Education Asia Pte. 5-23 Figure 5-9 (continued)
- 24. Copyright Š 2006 Pearson Education Asia Pte. 5-24 Perceived Risk ⢠The degree of uncertainty perceived by the consumer as to the consequences (outcomes) of a specific purchase decision ď§High-risk perceivers are narrow categorizers ď§ Limit their choices to safe alternatives ď§Low-risk perceivers are broad categorizers ď§ Wide range of alternatives preferred
- 25. Copyright Š 2006 Pearson Education Asia Pte. 5-25 Types of Risk ⢠Functional Risk ⢠Physical Risk ⢠Financial Risk ⢠Psychological Risk ⢠Time Risk
- 26. Copyright Š 2006 Pearson Education Asia Pte. 5-26 How Consumers Handle Risk ⢠Seek Information ⢠Stay Brand Loyal ⢠Select by Brand Image ⢠Rely on Store Image ⢠Buy the Most Expensive Model ⢠Seek Reassurance
- 27. Copyright Š 2006 Pearson Education Asia Pte. 5-27 Perception and Marketing Strategy ⢠Make perceptual selection work in your favour ⢠Increase accidental exposure ⢠Draw attention to your ad using contrast and other principles ⢠Find creative ways to reduce blocking ⢠continued
- 28. Copyright Š 2006 Pearson Education Asia Pte. 5-28 Perception and Marketing Strategy ⢠Ensure that consumers organize and interpret messages correctly ⢠Develop suitable consumer imagery ⢠Find ways to reduce perceived risk