Perception and consumer motivation

What is perception?
Perception is all related to the ideas you get when you use your 5 sense. It is defined as the
ability to see and understand clearly. The process whereby stimuli (to get response and
reaction) are received and interpreted by the individual and translated into a response. These
are

 Vision
 Sound
 Touch
 Taste
 Smell
Perception is something which is made as a result of these things. These are exploit by
marketing people.
In consumer behavior stimuli is Marketing mix. These marketing mix can initiate a response of
consumer

 Price: - if price is high, people will buy less. If price is low the demand is high.
 Promotion:- more ads more sale
 Place:- availability of product, distribution of a product
 Product:- new product
 Packaging:- good packaging ne packaging
so marketing people have to create such kind of perception in people so that ideally they
should go and buy their products and it they don’t but they have a positive feedback about
their product.
Perception can be change or short lift. Foe example if we talk about vision the packing is good
our perception is good but if the packing is bad then perception can change. Perception dose
not directly mean that your opinion is true it is just that temporary feeling which creates in the
minds of consumer so that he or she goes and respond in a way that company want.
Part of sequential steps of response to marketing
Hierarchy Of effects of marketing
 Exposure
 Attention
 Perception
 Learning
 Attitude
 Action
 Post purchase behavior

Exposure:- exposure of product via ad, via newspaper, billboards, social media, branding,
packaging, in-store displays, websites, sales promotional offers like samples and activities in
mall. All these things should be placed within reach of the existing and potential consumers.
Attention:- it is the stage when the consumer simply notice or sees the message and then
makes sense of it. but this in not simple as it seems because there is day by day increase in
advertising clutter. consumer deploy avoiding strategies like zipping and zapping to maintain
their psychic space. Marketers have to make sure their message is noticed. Therefore aspects
may be distinguish.

 Gaining attention
 Holding attention
 Leading attention
 Distracting attention

Attention: techniques to attract and hold attention

 Use of colour:- different colors have different meaning
 Movement:- the more movement you show in an ad it will gain more attention in t ads
its easy to show movement but in print ad its not that easy. For eg if its a car ad instead
of parked car move it to a racing track. There is a thing that is called Eye camera to trace
the path the eye takes. This can help determine the best positioning for a poster. It can
help in drawing attention to the product.
 Position:- they have to place a brand name in such a position that if you see a billboard
while driving and for a second you see the ad on billboard the 1st sight should be able to
see the band name. the positioning is very important
 Size:- the bigger the size the more attention it will get.
  Using conditional responses;-conditioning is things which you have learnt over time,
there are certain conditioning responses that you learn over time like an ambulance
siren whenever you will hear ambulance siren you will know that there is an emergency
and other sounds like rain, laughing, crying etc these are also used in ads like if we talk
about icecearm when the ice cream man comes that sound it plays whenever or where
ever we will hear that sound we will have a feeling of having an icecream.
 Novelty:- it mean something new and something which is new it will definitely gain your
attention. A new way of advertising.
 Humor;- humor is very important in ads to make people remember it for a long time.
 Participation;-it is also called law of closure. Participation is when you involve customers
in ad and by ad it means any marketing activity. It is used in mall activities a lot. But it is
also used in tv commercials like when they are talking to you by saying stuff like kiya ap
k tooth paste my namak hai and so on.
perception:- perception stage in sequential effects on marketing

 Recognizes
 selects
 organizes
 interprets
where you pay attention you recognize the product, you pay attention you read the message
try to understand it you organize the information in your mind and you interpreted. You
interpreted in a way the marketer wants you to interpret. If marketer want, you to think that
their product is the best product then you should also have the same perception about the
product if you don’t agree with that then there is a clash in interpretation so it is not a good
marketing. You have to understand it the way the marketers want you to see the message but
Sometimes consumer may not may not see it way same way like careem ‘shadi wala ad’. The
encourage shared way of interpretation and try to explore, understand and exploit the
phycology of perception.
Shared way of interpretation, cultural shearing, using things in a way I know what they will
make you think like if I use green colour in an ad it will mean 2 things in Pakistan 1 is its official
and other Islamic but if I use it in any other way it may back fire. The basic thing in this is
language when you give an ad it should be in the language that people can understand.
Secondly you should do a research in trying to understand the mind of the people and exploit
the phycology of perception. Exploit is to misuse or use something for your advantage it’s called
exploitation. The biggest exploitation is branding, relating happiness to the brands.
Perception uses 5 senses vision, sound, touch, taste and smell
Sublime messages are to influence people to buy their product.
learning:- attitude:- action:-post purchase behavior:-
just noticeable difference (JND)
it is a concept which is used and misused in marketing. Marketers are so clever that they know
how much perception is to be changed that our consumers won’t notice them. It is also
misused like if a product is about a kilo so how many grams is taken out so the consumer won’t
notice it so when you are designing things when you are trying to create a perception you have
to keep JND in your mind that you have to go very slowly with the costumers because
sometimes consumers don’t like drastic changes.

Selective attention and perception

We as consumers we allow some messages to pass through us and we pay attention to some
messages. We pay attention to those messages that match our values motives attitude social
situation current interest and preoccupation.

 values;- values are those where decide that is right and what is wrong.
 Motives:- Maslow motivation theory he said that motivation is based on our needs. 5
levels of needs basic need, security, social needs, self-esteem (ego), self-actualization.
The concept of consumer behavior says that at whatever level you are you notice things
accordingly.
 Attitude:- your attitudes toward different things that will also decide about what
attracts you more for eg if you are a patriotic person so in an ad patriotism in an ad will
attract you.
 social situation:- social situation and preoccupation are the same thing. For eg if you are
a doctor all those things which are related to your field will attract you more.
 current interests;- our interest changes in life time by time like sometime we go for
movies and music and sports etc.
 preoccupation

perceptual selection
 perceptual vigilance:- vigilance mean on the lookout for something. It is where
consumers are open to what they are interested in and even seek it. it is very helpful for
marketers as they want those type of people who need our products.
 Perceptual defence:- is complete opposite of perceptual vigilance. When you avoid
things you are not interested in. marketers break this by showing unnecessary things in
ads to gain attention of people even they are not interested in the product this is what
an exploitation is.
 Effective communication plays vital role
 Message should be in the same frame od reference as of consumer: - marketer’s
intention is to sell the products and consumers intention is to buy a good product so the
marketers has to speak in the language of the consumer.
Prodcuts perception
it is important for marketers to look from consumer’s perspective rather than their own.
Therefore the focus should be on what benefits consumers are buying rather than what we are
making and selling. When you sell something you talk more about the benefits rather than
features in ads. There are perpetual maps which are in our minds where we place or position all
different brands according to their features. As the prize goes high the demand decreases but
sometimes when you charge more you have to provide more so the consumer would agree to
pay more. It tells how consumer perceive their product/services with reference to similar
products/services. It also helps in brand positioning.

Perception and services

Question:- why is marketing or creating a perception is more difficult in the terms of services as
compared to products?
Services are intangible and therefore they cannot be sensed by physical senses. Intangible is
something you cannot touch. Intangibility is an additional challenge to marketers in terms of
perceiving, comprehending and developing communication. Therefore, very creative
approaches are undertaken to improve consumer perception of service. for eg it’s a courier
company ad and you have to show that your service is very quick so you will show their cars
and planes and a scene which will show that the delivery guy is on time
Marketers can relate signs in the messages directly to the product or brand for eg icon usage,
like telephone on wheels with fire for a fast food delivery service which shows it will deliver fast
and hot. Like hospital logos education places like school universities logos.
CONSUMER BEHAVIOR
NOTES