m The process by which an individual selects,

organizes, and interprets stimuli into a meaningful

and coherent picture of the world
m On immediate and direct response of the sensory
organs to stimuli.
m O stimulus is any unit of input to any of the senses
m Sensory receptors are the human organs that
receive sensory inputs
m Sensation itself depends upon energy change
within the environment where the perception
occurs
m The lowest level at which an individual can
experience a sensation is called the absolute
threshold
m The point at which a person can detect a
difference between ³something´ and ³nothing´ is
that persons¶ absolute threshold for that stimulus.
m Sensory adaptation is a problem for advertisers
m The minimal difference that can be detected
between two similar stimuli is called the differential
threshold or the just noticeable difference.
m Weber's Law²as it has come to be known, states
that the stronger the initial stimulus , the greater
the intensity is needed for the second stimulus to
be perceived as different.
m ë.n.d for the products are created for two reasons :
3 Jegative changes are not readily discernible to
the public
3 Product improvements are vary apparent to
consumers without being wastefully extravagant
m Stimuli that are too weak or too brief to be
consciously seen or heard may nevertheless be
strong enough to be perceived by one or more
receptor cells.
m Subliminal stimuli may influence affective
reactions ,no evidence is present that it influence
consumption behaviour.
t depends upon two factors:
m Consumers¶ previous experience
m Their motives
JOTURE OF THE ST ULUS:
m Jature of the product
m Physical attributes
m The package design
m Odvertisements and Commercials etc..
m People tend to perceive products and product
attributes as per their expectations
m Stimuli that conflict sharply with expectations often
receive more attention than those that conform to
expectations.
OT
ES:
m People tend to perceive the things they need or
want
m The stronger the need, the greater the tendency to
ignore unrelated stimuli in the environment.
m The consumers¶ selection of stimuli from the
environment is based on the interaction of
expectations and motives with the stimulus itself.
m Selective Perception
m Selective Exposure
m Selective Ottention
m Perceptual Defense
m Perceptual Blocking
m People experience the numerous stimuli in the
form of groups and perceive them as unified
wholes
m Perceived characteristics of the stimuli are viewed
as the function of the whole.
m Basic principles of this concept are u


 

  
 
m Figure is perceived more clearly.
m The ground is usually perceived as indefinite, hazy
and continuous..e.g common line , music stimuli
m Odvertisements needs to be designed that
stimulus be noted as figure ,not as ground.
m However, there are few adverts without
deliberation of figure and ground.
m The perception of stimuli as groups or chunks of
information, rather than as discrete bits of
information, facilitates the memory and recall.
m Groupings can be used advantageously by
marketers to imply certain desired meanings in
connection with their products.
m ndividuals have a need for closure.
m They express this need by organizing their
perceptions so that they form a complete picture.
m ncomplete messages or tasks are better
remembered than completed ones.
m How close a persons¶ interpretations are to reality
depends upon:
3 Clarity of the stimulus
3 The past experiences of the perceiver
3 His or her motives

3 nterests at the time of perception

m Physical Oppearances
m Stereotypes
m First mpressions
m ëumping to conclusions
m Halo Effect
m Product Positioning
m Umbrella Positioning
m Positioning against the Competition
m Positioning based on a specific benefit
m Finding an unowned position
m Filling several Positions
m arketer are forced may be forced to reposition it
in response to market events, such as competitors
cutting into brands¶ marketing share
m Onother reason could be to satisfy changing
consumer preferences
m Perceptual apping²t enables them to see gaps
in the positioning of all brands in the product or
service class.
m Services are intangible, image becomes a key
factor in differentiating a service from its
competition
m Differentiated positioning strategy is being used to
position services² arriott, Renaissance etc.
m Three types of pricing strategies based on
customers perception of the value provided by the
purchase :
3 Satisfaction based pricing
3 Relationship pricing
3 Efficiency pricing
m O reference price is any price that a consumer
uses as a basis for comparison in judging another
price
m t could be internal or external
OCQUSTOJ UTLTY:
m t represents the consumers¶ perceived economic
gain or loss associated with a purchase and is a
function of product utility and purchase price.
m t is concerned with the perceived pleasure or
displeasure associated with the financial aspect of
the purchase
m t is determined by the difference between the
internal reference price and the purchase price.
m ntrinsic ±physical quality of the product, e.g. size,
aroma, color, flavor
m Consumers base their evaluations of product
quality on intrinsic cues.
m Perceived quality of services²difficult to evaluate
because they are intangible, variable, perishable
etc.
m Perceived product value has been described as a
trade off between the products¶ perceived
benefits(or quality) and the perceived sacrifice.
m Price is perceived as an indicator of the product
quality.
m t is defined as the uncertainty that consumers
face when they cannot foresee the consequences
of their purchase decisions.
m The degree of risk affects the purchase decisions.
m Perception of risk varies²narrow categorizers,
broad categorizers
m Consumers seek information
m Consumers are brand loyal
m Consumers select by brand image
m Consumers rely on store image
m Consumer buy the most expensive model
m Consumers seek reassurance