Scribd
Upload
8 views12 pages

Perception

MBA 3rd sem

Uploaded by

Shweta Kardam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
8 views12 pages

Perception

MBA 3rd sem

Uploaded by

Shweta Kardam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 12

Consumer as

individuals and in
the social context….
Consumer perception is the process
through which the information from
outside environment is
selected ,received, organized and
interpreted to make it meaningful to us.
This input of meaningful information
results in decisions and actions.
Perception is the meaning, which a
person gives to stimuli, perception
influence and shapes the behavior.
People can emerge with different
perceptions of the same object because of
three perceptual processes:
Selective Attention
Selective distortion
Selective retention
 People are more likely to notice stimuli that relate to
a current need- A person who is motivated to buy a
computer will notice computer ads; he or she will be less
likely to notice DVD ads.
 People are more likely to notice stimuli that they
anticipate- You are more likely to notice computers
than TV in a Store because you do not expect the store
to carry TV.
 People are more likely to notice stimuli whose
deviation are large in relation to the normal size of
the stimuli- You are more likely to notice an ad offering
Rs. 500 off the list price of a computer than one offering
Rs. 100 off.
 The perceptual process which occurs when people
subconsciously try to make new information fit
their old ideas about something.
 Beliefs are strong enough to change perceptions
 For instance, one supervisor may selectively
perceive an employee to be loyal, while
another supervisor may selectively perceive that
same employee to be too conforming and insincere
 Selective retention in marketing refers
to how customers remember brand
messaging based on their previously
established needs, beliefs, interests,
and values. Studies show that consumers
prefer to interact with brands that align with
their needs, beliefs, interests, and values.
 For Example:- A person may gradually reflect more
positively on their time at school as they grow older. A
consumer might remember only the positive health benefits of
a product they enjoy. People who view a company favourably
are likely to focus on the positive its times of trouble.
1.Perception is basically a cognitive or
thinking process and an individual’s
activities, emotions, feelings etc based
on surroundings.
2.Perception being an intellectual and
cognitive process will be subjective in
nature.
Storage (memory)

Decision-making

(information processing)
 1.sensation(exposure to stimuli)-sensation is the
immediate and direct response of sense organs to simple
stimuli such as an advertisement, a brand name, or a
package etc.

 2.absolute threshold- it refers to the lowest level at


which an individual can experience a sensation. At this
point, an individual can detect a difference b\w
“something” and “nothing” and this point would be that
individual's absolute threshold for that stimulus.
3.Differential threshold-it is the smallest detectable
difference b\w two values of the same stimulus.
This is also referred to as j.n.d (just noticeable
difference). “the just noticeable difference b\w
two stimuli was an amount relative to the
intensity of the initial stimulus.”To measure the
differential threshold for a stimulus, one commonly
changes its intensity in very small amounts.

4.Subliminal perception- people can also perceive


stimuli,which are below their level of conscious
awareness. In this situation, the stimuli which are
otherwise too weak or brief to be consciously seen
or heard prove strong enough to be perceived.

You might also like