CHAPTER SIX

Consumer Perception

Publishing as Prentice Hall . and interprets stimuli into a meaningful and coherent picture of the world • Elements of Perception – – – – Sensation Absolute threshold Differential threshold Subliminal perception Chapter Six Slide 2 Copyright 2010 Pearson Education. organizes. Inc.Perception • The process by which an individual selects.

Publishing as Prentice Hall Chapter Six Slide 3 . Inc.Aspects of Perception Copyright 2010 Pearson Education.

Inc. positive brand image Copyright 2010 Pearson Education.Product Positioning • Establishing a specific image for a brand in the consumer’s mind in relation to competing brands • Conveys the product in terms of how it fulfills a need • Successful positioning creates a distinctive. Publishing as Prentice Hall Chapter Six Slide 4 .

Inc. Publishing as Prentice Hall Chapter Six Slide 5 .Perceptual Mapping • An analytical technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands Copyright 2010 Pearson Education.

Perceptual Mapping Figure 6.9 Copyright 2010 Pearson Education. Publishing as Prentice Hall Chapter Six Slide 6 . Inc.

Perceived Quality of Services • Difficult due to characteristics of services – – – – Intangible Variable Perishable Simultaneously Produced and Consumed • SERVQUAL scale used to measure gap between customers’ expectation of service and perceptions of actual service Copyright 2010 Pearson Education. Inc. Publishing as Prentice Hall Chapter Six Slide 7 .

Publishing as Prentice Hall . Inc.Perceived Risk • The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision • Types – – – – – – Functional Risk Physical Risk Financial Risk Social Risk Psychological Risk Time Risk Chapter Six Slide 8 Copyright 2010 Pearson Education.

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