A presentation on

PERCEPTION

By : KUSHAL J RAJDEV
DEFINATION:

“It is a process by which an individual selects, organizes and

interprets the data to create a meaningful picture of the world.”

Perception is different from person to person this is because of 3

perceptual process:

1. Selective attention

2. Selective distortion

3. Selective retention
1. Selective attention:

Consumers selects only a few products because of

their attractiveness or colourfulness.

The advertisement of Dairymilk, Pepsi, Asian Paints,

Surf Excel, Vodafone.

Marketers have to work hard to attract consumer

attention, attractive advertisement should be designed
to catch the consumer attention.
2. Selective distortion:
• It describes the tendency of people to twist
information into personal meanings.

• Eg.: the punch line of captain cooks advertisement is

wrongly interpreted by the customers -- “hum me
hai vahi jo apke manpasand namak me nahi” is
misinterpreted as why should I buy that salt which is
not my favorite.
3. Selective retention:
• People will forget many info and messages that
retain info. That supports their attitude & belief.
• E.g. we always remember some punch lines and
advertisement

1. Pepsi - “oye bubli”

2. Coca cola - “thanda matlab coca cola”
3. Melody - “melody khav to khud jan jaav.”
 External and internal factors influencing
PERCEPTION
EXTERNAL FACTORS INTERNAL FACTORS
P
INTENSIY & SIZE E SELECTIVE ATTENTION

POSITION R SELECTIVE EXPOSURE

C
CONTRAST EXPECTATION
E
NOVELTY P SUBLIMINAL
T PERCEPTION
REPETITION
I
SELECTIVE RETENTION
MOVEMENT O
N PERCEPTUAL VIGILANCE
THE PERCEPTUAL PROCESS
PERCEPTUAL INPUTS/ STIMULI

PERCEPTUAL MECHANISMS

Received => Selection => Organization => Interpretation

PERCEPTUAL
OUTPUTS

BEHAVIOR OR
ACTION
 THE PERCEPTUAL PROCESS
PERCEPTUAL INPUTS:
The first process in the perceptual process is the presence of stimuli like
people, objects, events, information etc.. Through the presence of stimulus
is necessary for perception, it is not the actual process of perception.
Nevertheless the perception process cannot start in the absence of stimuli.

PERCEPTUAL MECHANISM:
The actual perception process starts with the receipt of information, or
data( of stimuli)from various sources. The receipt of stimuli is a psychological
aspects of the perception process.
The mechanism consists of four phases: received, selection, organization
and interpretation.
THE PERCEPTUAL PROCESS( cont.. )
Selection:
Selectivity is consciously recognising only certain aspects of the
environment as stimuli. So when they are bombarded with various
stimuli, they will be selective in the perception process.

Organization:
People do not experience all the stimuli selected by them as separate
and discrete sensations. They rather, organize this stimuli into groups
and perceive them as unified wholes.
This method of perceptual organization enables individuals to view life
in a simplified manner.
THE PERCEPTUAL PROCESS( cont.. )
Interpretation:
People have tendency to interpret the meaning of what they have
selectively perceived and organized on the basis of their own
assumptions about the stimuli. The interpretation of the stimuli will be
dependent on what the individual expects to see in the light of the of
his previous experience, intution data received, motives and interest
at the time of perception.

PERCEPTUAL OUTPUTS OR BEHAVIOR & ACTION:

The perceptual output will be the behavior or actions of the individual

i.e. the resultant opinions, feelings attitude etc.