Differential Threshold

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Perception

Perception is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world. Three steps: 1) exposure 2) attention
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3) interpretation

Sensation

Sensation is the direct response of the sensory organ to stimuli Stimuli is any unit of input to any of the sence Eg of stimuli Product, packages , Brand names advertisement and commercials

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Elements of Perception
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Awareness Threshold Absolute threshold-Minimum value of stimulus being consciously noticed Terminal threshold-Maximum value of stimulus capable of being consciously noticed

Differential threshold-The smallest detectable difference between a starting and secondary 8/19/12 level of a particular sensory

Differential threshold

Defines as sensitivity as the smallest detectable difference between two value of same stimulus. Coca cola company -consumer could detect difference between the sweetness between two different sugar concentration Difference between this value and starting value is known as just 8/19/12 noticeable difference

Webers law

Stimulus change needed to reach the differential threshold is a constant proportion of the starting stimulus value and expressed as-

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Application of Weber's law

To predict how consumers respond the difference between marketing variable or change in these variable. To hold the prices constant in time of changing cost is to change the size or amount of product slightly Brand competition Pricing decisions
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Marketing applications

Negative changes Reduction in the product size or quality or quantity Increase in the product price Product improvements Improved or updated packaging Larger size

Lower price 8/19/12

Sensory Tests

Studies conducted to classify a product's sensory attributes identify factors that can influence consumer acceptance. Tests- product characteristics refer to attributes such as appearance, aroma, flavor and texture. Study participants describe their perceptions and use a scale to rate 8/19/12 the degree to which a characteristic

Conti

Tests conducted -if one product differs from another or the degree to which products differ. Tests- if a particular characteristic is present in a product and the degree to which its present. Differential threshold tests determine if two samples differ perceptually. As a result, the tests are used by 8/19/12 food manufacturers in relation to

Various Parametersexamples

Price- Pepsi co reduced wt of one snack from14.5 ounce to 13.5 ounce with maintained price of $3.29 Quality-milk Quantity-Manufacturer of haggis diaper reduced no of diaper from 240 to 228 with same price of $32 Time- telephone servicecall rate Vodafone rate depend on discount
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Symbol-Betty crocker ,General

THANK YOU

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