Whether the centre circle are same in

size?
Whether the lengthy lines are
parallel.

Zollner Illusion
Tell me, which one is lengthy?

Muller Iyer Illusion

 Customer perception refers to the process by which a customer
selects, organizes, and interprets information/stimuli inputs to
create a meaningful picture of the brand or the product.
 It is a three stage process that translates raw stimuli into meaningful
information.
 affected by ads, reviews, social media, public relations, personal
experiences etc.
FEATURES-
 Complex and dynamic process- Selection, organization,
interpretation of stimuli
 Intellectual process- cognitive efforts
 Subjective in nature- difference in backgrounds, learning,
motivation, personality, culture, value, lifestyle
 broad in nature- physiological, sociological and psychological
component
1. Perceptual Selection
a. Nature of stimuli
b. Expectations
c. Motives

2. Selective exposure
3. Selective attention
4. Perceptual defence
5. Perceptual blocking
6. First impression
7. Irrelevant information
. Perceptual Selection
Stimuli get selected on two factors:-
 Consumers previous experience affects their expectation
 Motives at the time
Nature of the stimulus- Nature of the product, physical attributes, the
package design, brand name and advertisements
2)Expectations:- People see based on previous experience, familiarity and
preconditioned set of expectations.
3) Motives :- People perceive the things they need and want –
Stronger the need – Greater tendency to ignore unrelated things.
2. Selective exposure:-People look for pleasant and sympathetic messages
and avoid painful or threatening ones.
3. Selective attention:-People look into ads which will satisfy their need.
4. Perceptual Defense:-People avoid psychologically threatening ones.
Hence constantly change the ad nature. [ Smoking – warning with words, and
now with images ]
5. Perceptual Blocking:- People block stimuli which is
bombarded.
6. First impression- product to be introduced after pilot test
as customers ‘s judgements are based on first impression.
7. Irrelevant information- Perceptual error occurs when
customers take their decisions based on irrelevant ,
meaningless information.