Upload
kapil-bhagwani
View
23
Download
3
Tags:
Embed Size (px)
Citation preview
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar1
Consumer PerceptionConsumerPerception
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Perception is RealityLOUIS CHESKIN
2
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar3
Perception Process by which sensations are selected,
organized, and interpreted Adding meaning to raw sensations
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar4
Elements of Perception
Sensation Absolute threshold Differential threshold Subliminal threshold
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar5
Sensation
Immediate response of our sensory receptors…
…eyes, ears, nose, mouth, fingers…
…to basic stimuli… …such as light, colour,
sound, odour, and texture …advertisements, brand
names, commercials, and packages
…depends on the sensitivity of the individual
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar6
The Absolute Threshold
The lowest level at which an individual can experience a sensation.
The point which differentiates between “something” and “nothing”.
Example: Absolute threshold of driver driving on highway to notice billboard.
Adaptation: Getting ‘used to’ certain sensation.
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar7
Attention The extent to which processing
activity is devoted to a particular stimulus Competition for our attention
3,500 ad info pieces per day Multitasking
Marketers need to break through the clutter
Microsoft’s butterfly decals on sidewalks
3D logos on cricket grounds
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar8
The Differential Threshold
The minimal detectable difference between two similar stimuli (just noticeable difference).
It’s not at all the absolute difference. It’s an amount relative to the intensity of the first
stimulus. The stronger the initial stimulus, the greater the
additional intensity needed for second stimulus to be perceived as differentiated.
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar9
Marketing Applications of the JND
Need to determine the relevant JND for the products so that negative changes are not
readily discernible to the public. product improvements are
quite visible to consumers.
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar10
Gradual Changes in Brand Name
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar11
Perceptual Selection Stimulus Selection Factors
Weber’s Law Differences in size, colour, position, and novelty
Interpretation: assigned meaning to stimuli Schema leads to stimulus evaluation
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar12
Perceptual Selection
Depends on two major factors Consumers’ previous
experience (expectations) Consumers’ motives
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar13
Some Marketing Variables Influencing Consumer Perception Nature of the product Physical attributes of the
product Package design Brand name Advertisements and
commercials Position of an ad
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar14
Concepts Concerning Selective Perception
Selective exposure Selective attention Perceptual defense Perceptual blocking
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Selective attention
Consumers are likely to note ads for products that would satisfy their needs and disregard those in which they have no interest
People vary in terms of the kind of information , the form of message
(complex and sophisticated messages
price, appearance,
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Perceptual defense
Unpleasant ,damaging, threatening stimuli have less chance to be perceived by the people
In advertising when intense fear appeals are used in selling any product they may become threatening that consumers use perceptual defense for the entire message
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Perceptual blocking
Consumers protect themselves from being overwhelmed and overburdened by blocking numerous stimuli from their conscious awareness
Consumers screen out enormous amount of TV advertising by “ Turning out ”
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Stimulus Organization
• Stimulus interpretation is associated with other related events, sensations, or images
• Gestalt: “The whole is greater than the sum of its parts”.
• The Closure Principle—People tend to perceive an incomplete picture as complete.
• The Principle of Similarity—Groups objects share similar characteristics.
• The Figure–Ground Principle—One part of the stimulus will dominate (the figure/background).
18
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Gestalt Laws of Grouping
• The primary purpose of the visual system is the recognition of objects from basic visual elements.
• The objects are seen as more than a sum of the parts, and the critical problem facing the visual system is how to group the elements to form objects.
19
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Demonstration of the Importance of Objects over Elements
When elements are arranged in groups that define an object,we tend to see the object and not the elements.
FFFFFFFFFFFFFFFFFFFFFF
EEEEEEEEEEEEEEEEEEEE
vs.
20
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar21
Excellent product quality
Low product quality
Highvalue formoney
Lowvalue formoney
Perceptual Map
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Influences of Perceptual Distortion
Physical Appearances First Impressions
Jumping to Conclusions Halo Effect
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Issues In Consumer Imagery
Product Positioning and Repositioning Perceived Price Perceived Quality Perception of colors
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Tensile Price Claims Evaluations least
favorable for ads stating the minimum discount level
Ads stating maximum discount levels are better than stating a range
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Positioning
Establishing a specific image for a brand in relation to competing brands.
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Positioning Techniques Umbrella Positioning: Creating an overall image of the company
around which a lot of products can be featured individually
Positioning Against Competition: use of the statements generally in TV
commercials to differentiate the product or service than the competitor
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Positioning Techniques
Positioning Based on a Specific Benefit:
Positioning with the help of the statement that precisely depicts key benefit of the product or brand
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Perceptual Mapping
A research technique that enables
marketers to plot graphically consumers’ perceptions
concerning product attributes of specific
brands.
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Perceptual Mapping
PRICE(+) PRICE (-)
VARIETY (+)
VARIETY (-)
Westside
Pantaloons Pyramid
Bodyline
Jade-blue
Kolkata Bazaar
V-Mart
FMG
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
Perceived Risk
Types Functional Risk Physical Risk Financial Risk Psychological Risk Time Risk
The degree of uncertainty
perceived by the consumer as to the
consequences (outcome)
of a specific purchase decision.
Consumer Behaviour: Insights from Indian Market—Ramanuj Majumdar
How Consumers Handle Risk
Seek Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance