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Chapter

Consumer www.mycbbook.com Perceptions

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Consume r Perceptio ns
The only reality that MyCBBook matters
© Open Mentis 2007 © Open Mentis 2007

Chapter

Inside the Consumer’s Mind PART
www.mycbbook.com

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com .Consumer Perceptions Chapter Perception. The 3S Model of Perception Process 3 © Open Mentis 2007 MyCBBoo k www.mycbbook. The process by which Humans become aware of and interpret a stimulus.

mycbbook. The process by which Humans become aware of and interpret a stimulus.com . Chapter 3 Consumer Perceptions © Open Mentis 2007 MyCBBoo k www.Perception.

com k .o.P.e.s.I.t.p.mycbbook.r.r. Exposure  ATTENTION  INTERPRETATION Consumer Perceptions EXPOSURE How To Get it  By WISE MEDIA Selection  By Product Placement ATTENTION Involuntary Voluntary  STIMULUS FACTOR: vividness/contrast  Topic Interest/Involvement INTERPRETATION Depends on  Prior Stock of Knowledge  Prior Expectations O O Chapter 3 © Open Mentis 2007 MyCBBoo www.s.e.c.c. P.n.e.o.

mycbbook.com k .Factors Influencing Perception STIMULUS Characteristics:  Sensory  Information Content CONTEXT  Store. CONSUMER  Involvement. Interest  Sensory and Cognitive Skills  Prior Knowledge (Prior Expectations) Chapter 3 Consumer Perceptions © Open Mentis 2007 MyCBBo www. etc. brand name.

mycbbook.PERCEPTUAL THRESHHOLD Consumer Perceptions Chapter  Weber’s Law  J.com k .d.n. Make Explicit (Product’s sensory features) 2. Rising above or lying below? © Open Mentis 2007 MyCBBo www.  When You Want to Lie BELOW Perceptual Threshold  And When You Want to Rise ABOVE the Threshold (Examples) 1. CHANGE (NOTICEables by P&G) 3 Discussion Q.

com k .mycbbook.PERCEPTUAL ORGANIZATION  GESTALT Consumer Perceptions Chapter  FIGURE AND GROUND  CLOSURE _ingle _ells 3 © Open Mentis 2007 MyCBBoo www.

Prior exposure creates warmth (even without memory) Therefore. . unrecalled.SUBLIMINAL PERCEPTION Subliminal Perception.com . exposure. Mere Exposure effect: Liking due to even brief. Perception of a stimulus without being aware of it.mycbbook. © Open Mentis 2007 Chapter 3 Consumer Perceptions MyCBBoo k www. we like things we have seen before even though we may not remember seeing them! Automated Response Lesson: Just Make All Stimuli elements P L E A S A N T.

PERCEPTION: MARKETING APPLICATIONS  Psychology of Price Perceptions  Reference Price. Contrast  Price as Quality Cue  Country of Origin  Brand Image  Perceptual Maps Chapter Consumer Perceptions 3  Sensory Marketing © Open Mentis 2007 MyCBBoo k www.mycbbook.  Assimilation vs.com .

Brand Image is 100% Consumer Perception. Based.com k .How Consumers Perceive Marketing Stimuli BRAND IMAGE Consumer Perceptions Q. of course. on the Brand’s Reality.mycbbook. Chapter 3 © Open Mentis 2007 MyCBBoo www. How do you change brand image? A. By Changing Consumer Perceptions.

mycbbook.PERCEPTUAL MAPS Consumer Perceptions Chapter Discuss: Why the two maps are different? 3 © Open Mentis 2007 MyCBBoo www.com k .

Chapter 3 Consumer Perceptions © Open Mentis 2007 MyCBBoo www.  POSITIONING METHODS:  By Functional Benefits  By Symbolic Image  By User Image  By Usage Situation  By Competition. Consumer perception of a brand relative to competing brands and relative to one’s goals REPOSITIONING. The practice of changing consumer perceptions about a brand.mycbbook.Positioning + REPOSITIONING POSITIONING.com k .

com . Students: Bring an Ad for Each 3 © Open Mentis 2007 MyCBBoo k www. POSITIONING METHODS: Consumer Perceptions Chapter  By Functional Benefits  By Symbolic Image  By User Image  By Usage Situation  By Competition.mycbbook.

mycbbook.Positioning + REPOSITIONING Consumer Perceptions Chapter  Secondary Demand Creation  Primary Demand Creation BREAKING Free from Category Restriction 3 See Rolling Stone Ad Orange Ad © Open Mentis 2007 MyCBBoo k www.com .

mycbbook. Unique sensory feature (Brand Identity) 3 © Open Mentis 2007 MyCBBo www.SENSORY Marketing Creating Favorable Brand Impressions in the consumer mind by appealing to senses. Consumer Perceptions Chapter      Sound Taste Sense of Smell Sense of Touch Sight Two Approaches:  1. Pleasant and Varied Stimuli/Product Design  2.com k .

com .Perception Meets Marketing SENSORY Marketing Consumer Perceptions Chapter      Sound Taste Sense of Smell Sense of Touch Sight New trend in Sensory Communication: Cross-modality (Example: communicating sensory pleasure of taste or smell on printed page) © Open Mentis 2007 3 MyCBBo k www.mycbbook.

com k . Only Perceptions. Others’ Perceptions May be False.  Consumer Perceptions. only Statements of FACTS. sometimes they are far off. Not Reality. determine the fates of brands and of Businesses.mycbbook. NOT Reality.  There is no Objective Reality.Perceptions: bits of Wisdom  There Are No FACTS in Life. form the basis of our Actions.  Sometimes Perceptions come close to reality. © Open Mentis 2007 Chapter 3 Consumer Perceptions MyCBBoo www.  Perceptions.  All OUR Perceptions are TRUE.