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Module 4

Consumer perception is the process by which individuals select, organize and interpret stimuli into a meaningful picture of the world. It involves perceptual selection based on stimuli features, personal expectations and consumer motivation. Consumers organize information through grouping and closure effects. Interpretational cues like stereotyping and halo effects can also influence perception. Key elements that impact perceived risk include functional, physical, financial, social and time-based risks. Perceptual mapping is used to understand stimulus configuration and how consumers derive meaning from multi-dimensional spaces.

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Anukriti Arora
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43 views

Module 4

Consumer perception is the process by which individuals select, organize and interpret stimuli into a meaningful picture of the world. It involves perceptual selection based on stimuli features, personal expectations and consumer motivation. Consumers organize information through grouping and closure effects. Interpretational cues like stereotyping and halo effects can also influence perception. Key elements that impact perceived risk include functional, physical, financial, social and time-based risks. Perceptual mapping is used to understand stimulus configuration and how consumers derive meaning from multi-dimensional spaces.

Uploaded by

Anukriti Arora
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Perception

Dr. Naveen Pol


Brief on the conceptual backdrop till now …

Consumer Consumer Consumer


Motivation Decision Making Learning
Unsatisfied Needs Process Stimuli

Consumer
Perception
Understanding
about Stimuli
Consumer Perception
• It is the process by which individuals select, organize, and interpret
stimuli into a meaningful and coherent picture of the world.
Few instances on Perception

Folks Wagon Jetta


and the Door Thunk
MARS
Colors and Brand Association

Intelligence, Trust, or Emotional Nature or


Affection or Royal or Spiritual
Coolness Refreshment
Aggression

Fun, Passion, or Feminine or Non Neutral or lack of


Very Luxurious energy
Immature Muscular
Weber’s Law - Just Noticeable Difference (JND)

• The just noticeable difference (JND), also known as the difference


threshold, is the minimum level of stimulation that a person can detect
50-percent of the time.
Absolute Threshold
• The lowest level at which a stimulus can be detected.
(Car volume at 5 or 7)

Differential Threshold
• The smallest change in stimulation that a person can detect.
(Car volume at 25 or 35)
$0

$1,000,000

Global Consultant Landor and Prophet


‘Reliance Com’ (Rs 400 Cr)
Perceptual Selection

• Stimuli's Features – (Boat and Apple)

• Personal Expectations

• Consumer Motivation

⁃ Selective Attention

⁃ Perceptual Defense Australian Cigarette


Pack Act - 2011
https://www.apple.com/in/airpods/ https://www.boat-lifestyle.com/collections/true-wireless-earbuds
Perceptual Organization

• Figure

• Sustainable Core Proposition (Detol)

• Product Placements in Unusual Context - Abbott Laboratories (Live surgery conference)

• Grouping – Kinley placement

• Closure – Promotional events


Interpretational Cues
• Stereotyping – Perceive wrong

• Halo Effect – Assuming whole on one attribute


Consumer's favoritism toward
a line of products due to
positive experiences with other
products by this maker

Crime – Less
punishment https://cxl.com/blog/halo-effect/
Consumer Image Elements of Perceived
Risk

• Perceived Value • Functional Risk

• Physical Risk
• Perceived Quality

• Financial Risk
• Store Image

• Social Risk
• Company Image
• Time Risk
Perceptual Mapping
Derived Stimulus Configuration
1.5

0.5

0
-1.5 -1 -0.5 0 0.5 1 1.5
Dimension 2

-0.5

-1

-1.5

-2

Dimension 1
Happy Learning...

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