Professional Documents
Culture Documents
Consumer Perception
Learning Objectives
Selection
Organization
Interpretation
Perceptual Selection
Selection Depends Upon:
Nature of the • Includes the product’s physical attributes,
package design, brand name, advertising and
stimulus more…
Principles
• People tend to organize
perceptions into figure-
• Figure and ground and-ground relationships.
• Grouping • The ground is usually hazy.
• Closure • Marketers usually design
so the figure is the noticed
stimuli.
Organization
Principles
• Positive attributes of
Stereotypes people they know to
Stereotypes
Physical Appearances those who resemble
Physical Appearances them
Descriptive • Important for model
DescriptiveTerms
Terms
selection
First
FirstImpressions
Impressions
Halo
HaloEffect
Effect
Interpretation
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Interpretation
Brands Level of
Prices
carried service
Store Product
Clientele
ambiance assortment
Discounts
Perceived Risk
• Seek Information
• Stay Brand Loyal
• Select by Brand Image
• Rely on Store Image
• Buy the Most Expensive Model
• Seek Reassurance