Introduction to the Topic
• Consumer Perception is defined as the process by which an individual selects, organizes, interprets stimuli into a meaningful and coherent picture of the world.
• It can describe as “ how we see the world around us”
• Perception is an intellectual process and is different from sensation.
Elements of Perception
• The absolute threshold
• The differential threshold
• Subliminal perception
1) Sensory Receptors
The human organs (eyes, ears, nose, mouth, skin) that receive sensory inputs.
2) Absolute Threshold
The lowest level at which an individual can experience a sensation.
3) Differential Threshold
The minimal difference that can be detected between two stimuli. Also known as the j.n.d. (just noticeable difference).
4) Subliminal Perception
Perception of very weak or rapid stimuli received below the level of conscious awareness.
Consumer Perception Process
• A consumer may look at some things. Ignore others, and turn away from still others. In actually people perceive only a small fraction of the stimuli to which they are exposed.
• Which stimuli get selected depend on two factors : a) consumer’s previous experience as it affect their expectations.
• B) their motive at the time( need, desire, interest)
• The three basic principle of perceptual org. are:
a) Figure & ground
People have tendency to organize their perception into figure and ground relationship. How a figure ground pattern is perceived can influenced by prior pleasant or painful association with one or the other element in isolation.
Individual tend to group stimuli so that they form a unified picture or impression. The perception of stimuli as groups or chunks of information , rather than as discrete bits of information , facilities their memory and recall.
Grouping can be used advantageously by marketers to imply certain desired meaning in connection with their products.
Individual have a need for closure. They express this need by organizing their perception so that they form a complete picture. If the pattern of stimuli to which they are exposed is incomplete , they tend to perceive it, nevertheless as complete.
3. Perceptual interpretation:
• The interpretation of stimuli is also uniquely individual, because it is based on what individuals expect to see light of their previous experiences , motives, and interest at the time of perception.
4. Perceptual distortion:
a) Physical Appearance
c) First impression
d) Jumping to conclusion
e) Halo effect
Consumer Perception towards retail business
The American marketing guru Martineau was among the first to link the personality of the store, to the image that a shopper has of oneself. Martineau suggested that a shopper is unable to differentiate based only on price amongst various grocery stores and would tend to shop at that store which is congruent with the self-image. A store may be acceptable for one type of goods and not for others. The four psychological attributes that contribute to creation of the store image are (1) Layout and architecture of the store, (2) Symbols (emblems) and colors, (3) All types and dimensions of Promotion and (4) the store Sales personnel. Economic factors will always be important, but unless the store image is acceptable to the shopper, price announcements are meaningless. What elements one consumer sees as functional may be emotional / psychological triggers for another. What is important for a retailer then is to obtain information on how the consumer uses cues from the retailing mix elements to perceive, process and create the resultant image. This knowledge can be used to identify segments...
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