SEMINAR ON

Submitted To: Dr. A.C.Pandey

Submitted By: Vipin Rawat 2nd sem.

Content

Introduction Meaning of perception Ambiguous figure Perceptual grouping Elements of perception Price/Quality relationship Distorting influences Perceived risk Conclusion

PERCEPTION
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.

PERCEPTION

You can see a white vase as figure against a black background, or two black faces in profile on a white background

What do you see?

Now what do you see?

AMBIGUOUS FIGURES
CAN BE SEEN IN DIFFERENT WAYS TO MAKE DIFFERENT IMAGES. BEST KNOWN AMBIGUOUS FIGURE IS OLD WOMAN/YOUNG WOMAN, BY E. G. BORING

 Mller-Lyer Illusion o The two lines above are the same length, but the diagonals extending outward from both ends of the lower line make it look longer than the upper line.

PERCEPTUAL GROUPING

The grouping principal of perceptual organization states that there is a tendency to group several stimuli together into a recognizable pattern.

TYPES OF PERCEPTUAL GROUPING

Closure Continuity

Proximity
Similarity

ELEMENTS OF PERCEPTION

Sensation The absolute threshold The differential threshold Subliminal perception

Sensory Receptors: The human organs (eyes, ears, nose,

mouth, skin) that receive sensory inputs.

Absolute Threshold : The lowest level at which an individual

can experience a sensation.

Differential Threshold : The minimal difference that can be

detected between two stimuli. Also known as the j.n.d. (just noticeable difference).

Subliminal Perception: Perception of very weak or rapid

stimuli received below the level of conscious awareness.

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).

SOME MARKETING VARIABLES INFLUENCING CONSUMER PERCEPTION

Nature of Product Physical Attributes of Product Package Design Brand Name Advertisements & Commercials Position of Ad Editorial Environment

DISTORTING INFLUENCES

Physical Appearances Stereotypes Irrelevant Cues First Impressions Jumping to Conclusions Halo Effect

PERCEIVED RISK
The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision

TYPES OF PERCEIVED RISK

Functional Risk Physical Risk Financial Risk Psychological Risk Time Risk

Conclusion
Perception is an important mediating cognitive process. Through this complex process, person make interpretations of the stimulus or situation they are faced with.