Whether the centre circle are same in size?

Whether the lengthy lines are parallel.

Zollner Illusion

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.

MEANING OF PERCEPTION• The process by which an individual selects,

organizes, and interprets stimuli into a meaningful and coherent picture of the world

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

Elements / Dynamics of Perception

• Sensation• Absolute threshold• Differential threshold• Subliminal perception

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

ABSOLUTE THRESHOLD

• The lowest level at which an individual can experience a sensation. [ Detecting difference between “something and nothing”]

DIFFERENTIAL THRESHOLD(J.N.D)• Also known as Just Noticeable Differences• The minimal difference that can be detected

between two stimuli

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

ELEMENTS OF PERCEPTION

• Perceptual Selection• Perceptual Organization• Perceptual Interpretation

ELEMENTS OF PERCEPTION

• 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.

PERCEPTUAL SELECTION

• 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 diet.

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

• Perceptual Blocking:-– People block stimuli which is bombarded.

• People see everything as a whole. • Gestalt Psychology– Figure and Ground– Grouping– Closure

PERCEPTUAL ORGANIZATION

Figure and Ground

Figure and Ground in Product Placement

You will certainly notice Coke kept here

Figure and Ground

Grouping

Closure

• Stimulus are often highly ambiguous or weak.– Washing Machine Story.– Projective techniques

1. Stereotypes2. Physical Appearances 3. Descriptive terms4. First Impression5. Halo Effect

PERCEPTUAL INTERPRETATION

– 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.

Stereotypes

Problematic Ad of UCB

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.

– 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

Which one is orange juice?

• Stereotypes are reflected in Verbal messages.

– Accenture – High Performance, Delivered.

– KFC – Spicy Chicken

– McDonald – Happy price (targeting Indians who are price conscious)

Descriptive Terms

Which one is a courier company?

• First impressions are lasting

• The perceiver is trying to determine which stimuli are relevant, important, or predictive

First Impressions

• 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

PERCEIVED RISK

DEFINITION

• The uncertainty that consumer face when they cannot foresee the consequences of their purchase decision.

• Two relevant aspects of perceived risks are uncertainty and consequences.

• Perception of risk varies depending on the person, the product, the situation, and the culture.

Reasons For Perceived Risk

• Consumer may not have any previous experience with the product

• The product may be new to the market• The consumer may feel that he have very limited

knowledge on purchasing decision• Consumer may have an unsatisfactory experience

with the other brands of the same product category• When the product is technologically complex• When the consumer has little self confidence

Types of Perceived Risk

• Functional Risk• Physical Risk• Psychological Risk• Financial Risk• Time Risk

Functional Risk :- Product will not perform as expected

Physical Risk :- Product can harm self and others

Financial Risk :- Product will not be worth its cost

Psychological Risk:-Poor product choice will bruise the consumer’s ego

Time Risk :-Time spent in product search may be wasted if the product does not perform as expected

Methods to Reduce Perceived Risk

• Seek Information• Remain Brand Loyal• Rely on Brand Image• Rely on Store Image• Buy the Most Expensive Model or

Brand