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    Perception: Prof. Deepa Rohit L L I M, 2 0 1 8

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    Berr Walid
    The document discusses the key concepts of perception including: 1. Perception is how individuals select, organize, and interpret stimuli to make sense of their environment. 2. The perception process involves stimuli being selected from the environment, organized, and interpreted. 3. Elements of perception include selection of stimuli, organization of stimuli, and interpretation of stimuli. 4. Marketers can apply an understanding of perception concepts like figure-ground, grouping, and closure to advertising, branding, and packaging design.

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    Perception: Prof. Deepa Rohit L L I M, 2 0 1 8

    Uploaded by

    Berr Walid
    24 views45 pages
    The document discusses the key concepts of perception including: 1. Perception is how individuals select, organize, and interpret stimuli to make sense of their environment. 2. The perception process involves stimuli being selected from the environment, organized, and interpreted. 3. Elements of perception include selection of stimuli, organization of stimuli, and interpretation of stimuli. 4. Marketers can apply an understanding of perception concepts like figure-ground, grouping, and closure to advertising, branding, and packaging design.

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    The document discusses the key concepts of perception including: 1. Perception is how individuals select, organize, and interpret stimuli to make sense of their environment. 2. The perception process involves stimuli being selected from the environment, organized, and interpreted. 3. Elements of perception include selection of stimuli, organization of stimuli, and interpretation of stimuli. 4. Marketers can apply an understanding of perception concepts like figure-ground, grouping, and closure to advertising, branding, and packaging design.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    24 views45 pages

    Perception: Prof. Deepa Rohit L L I M, 2 0 1 8

    Uploaded by

    Berr Walid
    The document discusses the key concepts of perception including: 1. Perception is how individuals select, organize, and interpret stimuli to make sense of their environment. 2. The perception process involves stimuli being selected from the environment, organized, and interpreted. 3. Elements of perception include selection of stimuli, organization of stimuli, and interpretation of stimuli. 4. Marketers can apply an understanding of perception concepts like figure-ground, grouping, and closure to advertising, branding, and packaging design.

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    of 45

    PERCEPTION

    P R O F. D E E PA R O H I T
    LLIM, 2018

    1
    Prof. Deepa Rohit, LLIM 2
    MEANING OF PERCEPTION
    • It is defined as 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”
    • The process starts from exposure and attention to
    marketing stimuli and ends with consumer interpretation

    Prof. Deepa Rohit, LLIM 3


    PERCEPTION PROCESS
    Sensory Sensory
    Stimuli Receptors
    Sights Eyes

    Sounds Ears
    Selection Organization Interpretation
    Smells Nose

    Taste Mouth

    Textures Skins

    Prof. Deepa Rohit, LLIM 4


    QUICK ACTIVIT Y

    Prof. Deepa Rohit, LLIM 5


    Daag Acche Hai
    DIAMONDS ARE FOREVER

    Prof. Deepa Rohit, LLIM 6


    Sweetest Part of India
    7
    ELEMENTS OF PERCEPTION

    1. Selection of stimuli
    2. Organization
    3. Interpretation

    Prof. Deepa Rohit, LLIM 8


    1. SELECTION OF STIMULI
    • Stimuli could be in form
    – Products /Packages /Brand names/ Ads /Smell
    • Consumers subconsciously exercise a great deal of
    selectivity as stimuli they would perceive

    Prof. Deepa Rohit, LLIM 9


    1. SELECTION OF STIMULI

    • depends on
    –Nature of stimuli (physical attributes, brand name, ads, pckg
    etc.)
    –Consumers’ previous experience thus their expectations
    –Motives of the viewer (needs, desires, interests etc.)

    Prof. Deepa Rohit, LLIM 10


    SELECTIVE PERCEPTION
    • Selective exposure
    • Selective attention
    • Perceptual defence
    • Perceptual blocking

    Prof. Deepa Rohit, LLIM 11


    2. PERCEPTUAL ORGANIZATION
    • Consumers tend to organize various stimuli into different
    groups and perceive them as a whole
    • Gestalt Psychology (pattern or configuration in German)
    – Figure & Ground
    – Grouping
    – Closure

    Prof. Deepa Rohit, LLIM 12


    THE FIGURE & GROUND PRINCIPLE

    • Either one part of stimulus will dominate


    • In advertising, product or brand should always be figure
    • Creativity, humor, jingle, graphic should take a role of ground

    Prof. Deepa Rohit, LLIM 13


    EXAMPLES OF FIGURE AND GROUND

    Prof. Deepa Rohit, LLIM 14


    PRINCIPLE OF SIMILARITY/ GROUPING

    • People group objects that share similar characteristics


    • Grouping helps to recall and memory
    • Implications in brand imagery

    Prof. Deepa Rohit, LLIM 15


    Prof. Deepa Rohit, LLIM 16
    THE CLOSURE PRINCIPLE

    • The tendency to perceive unseen parts of a pattern as


    continuing in a predictable and simple manner
    • Incomplete message are remembered more

    Prof. Deepa Rohit, LLIM 17


    Prof. Deepa Rohit, LLIM 18
    Prof. Deepa Rohit, LLIM 19
    MARKETING APPLICATIONS
    • Figure & Ground
    – Advertising
    • Use of celebrity endorsement
    • Copy & visual balance
    • Colour balance
    – Product placement
    • Grouping
    – To build category aura & brand imagery
    • Closure
    – Build teaser campaign
    – Cutting ad commercial from 60 sec to 10 sec
    – Use of TV commercial toProf.radio
    Deepa Rohit, LLIM 20
    3. PERCEPTUAL INTERPRETATION
    • Perception is a personal phenomenon
    • Process of the assignment of meaning to sensations
    • Stimuli are often ambiguous, weak due to poor visibility,
    brief exposure, high noise level or fluctuations

    Prof. Deepa Rohit, LLIM 21


    STEREOTYPES & HALO EFFECT
    • Individuals tend to carry biased pictures in their minds of
    various stimuli
    • Stereotypes : Sometimes, when presented with sensory
    stimuli, people ‘add’ these biases to what they see or hear
    and form distorted impressions
    • Halo : situations in which the evaluation of a single object
    or person on a multitude of dimensions is based on the
    evaluation of just one or a few dimensions

    Prof. Deepa Rohit, LLIM 22


    PHYSICAL APPEARANCES &
    DESCRIPTIVE TERMS
    • People tend to attribute the qualities they associate with
    certain types of people
    – E.g. Models in the advertisement
    • Physical appearance of the product often influence consumers’
    judgment
    • Names and terms associated with the brand names e.g.
    Aquaguard –Pani ka doctor

    Prof. Deepa Rohit, LLIM 23


    APPLICATION TO MARKETING
    – Physical Appearance
    • Role of packaging
    • Selection of ad models
    – Stereotypes
    • Use in building brand imagery and advertising
    • Can create sustained brand association
    – Halo effect
    –To get into new category like brand extension
    Prof. Deepa Rohit, LLIM 24
    ADDITIONAL CONCEPTS

    • The Absolute Threshold


    • The differential threshold / Just noticeable
    difference
    • Subliminal perception

    Prof. Deepa Rohit, LLIM 25


    THE ABSOLUTE THRESHOLD

    • The lowest level at which an individual can experience a


    sensation
    • The point at which a person can detect a difference between
    ‘something’ and ‘nothing’
    • As the level of exposure to the stimulus increases, we notice
    less
    • Sensory Adaptation – ‘getting used to’
    Prof. Deepa Rohit, LLIM 26
    THE DIFFERENTIAL THRESHOLD / JUST NOTICEABLE
    DIFFERENCE (J.N.D.)

    • Differential threshold is the smallest detectable difference


    between two values of same stimulus
    • Weber’s Law
    – J.N.D. between two stimuli is not an absolute amount but an
    amount relative to the intensity of the first stimulus
    – Stronger the initial stimulus, greater the additional intensity
    needed for the second stimulus to be perceived as different

    Prof. Deepa Rohit, LLIM 27


    Prof. Deepa Rohit, LLIM 28
    MARKETING APPLICATIONS OF JND
     Marketers use Weber’s law to predict how consumers will respond
    to differences between marketing variables and changes in these
    variables
     When marketers want consumers to notice the changes (just
    above j.n.d)
     improved / updated packaging/ quality, logo change, price decrease
     When marketers want consumers not to notice the
    changes (just below j.n.d)
     (price increase, quantity / size reduction)

    Prof. Deepa Rohit, LLIM 29


    SUBLIMINAL PERCEPTION
    • People can also perceive stimuli, which are below their
    level of conscious awareness
    • When the stimulus is below the threshold of awareness
    and is perceived the process is called subliminal perception
    • Usage in advertising

    Prof. Deepa Rohit, LLIM 30


    Prof. Deepa Rohit, LLIM 31
    PERCEPTION

    AND

    MARKETING STRATEGY

    Prof. Deepa Rohit, LLIM 32


    APPLICATIONS OF A STUDY OF
    CONSUMERS’ PERCEPTION
    • Retail Strategy
    • Brand name and logo
    • Media strategy
    • Advertisement
    • Package design

    Prof. Deepa Rohit, LLIM 33


    RETAIL STRATEGY

    • Store layout and interiors


    • Shelf position and amount of shelf space allocated to
    various products and brands
    • Cross promotion
    • Creating retail environment – ambient scent

    Prof. Deepa Rohit, LLIM 34


    BRAND NAME & LOGO DEVELOPMENT

    • Linguistic considerations
    • Typography
    • Attractive colours (e.g. Yellow of Maggi, Idea, Red of ICICI
    Bank)

    Prof. Deepa Rohit, LLIM 35


    MEDIA STRATEGY

    • Media vehicle selection


    • Media schedule

    Prof. Deepa Rohit, LLIM 36


    ADVERTISEMENT

    • Creative designing
    – Colours
    – Contrast
    – Use of humour, jingles, animation, sex appeal or celebrities to
    grab attention

    Prof. Deepa Rohit, LLIM 37


    PACKAGE DESIGN & LABELING

    • Packages must attract attention and convey information


    • E.g. Kellogg’s Chocos

    Prof. Deepa Rohit, LLIM 38


    PERCEPTUAL MAPPING
    • Brand Perception = Brand attributes + symbolic attributes
    • Helps to understand how the consumers perceive their offerings in
    relation to competitive brands on certain chosen parameters
    • Helps to assess how consumers view different brands in a product
    category
    • Marketers can identify unexplored areas in terms of consumer needs

    Prof. Deepa Rohit, LLIM 39


    Prof. Deepa Rohit, LLIM 40
    BRAND POSITIONING
    • Creating distinct image in minds of the consumers
    • Umbrella positioning – e.g. Maggi
    • Positioning leads to distinctive brand image
    • Digital Marketing & Product positioning
    • Packaging as a positioning element
    • Product repositioning

    Prof. Deepa Rohit, LLIM 41


    PERCEIVED PRICE
    • Perceived price should reflect the value that the customer
    receives from the purchase
    • How a customer perceives price –high/low/ fair will influence
    on purchase intentions and purchase satisfaction
    • Reference price – any price that a consumer uses as a basis for
    comparison in judging another price
    – External / internal

    Prof. Deepa Rohit, LLIM 42


    PERCEIVED QUALITY OF PRODUCT / SERVICE

    • Perceived quality of a product/ service is based on a variety


    of informational cues that they associate with the product
    • Intrinsic –physical characteristics (size, colour, aroma etc)
    • Extrinsic – price/ Quality Relationship, brand image,
    manufacturer's image, retail store image or country of
    origin

    Prof. Deepa Rohit, LLIM 43


    PERCEIVED RISK
    • The degree of uncertainty perceived by the consumer about the consequence
    (outcome) of a specific purchase decision
    • Perception risk varies with product categories, shopping situation and personal
    risk tolerance
    – Functional risk
    – Physical risk
    – Financial risk
    – Time risk
    – Social risk
    – Psychological risk Prof. Deepa Rohit, LLIM 44
    PROJECTS
    • A study of perceptual mapping for a category of your
    choice

    Prof. Deepa Rohit, LLIM 45

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