Market Perception_final (1)

8/11/2019 Market Perception_final (1)

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A project on APPLICATIONS OF PERCEPTION IN MARKETING

Saman Nayyar40A || Megha Soni25A || Pratik Gauri30A

Arun Maithani11A || Satyaki Mascharak45A || Venkatraman Satyamurthy- 53A

Group-9


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Perception is the process of selecting, organizing and

interpreting information to form a meaningful

picture of the world.

PERCEPTION

The base is what we think, our ideas and our

thoughts form what we say, and help us to decidewhat we do. Our behaviors and our reactions

towards other people form as we are perceived.

The second cycle is simply the opposite of the

first one. It all starts with how we are perceived,

and this affects what we do, what we say and

what we think.

GESTALT PRINCIPLES


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Physical appearance: Using attractive models

Priyanka Chopra: An attractive model used for Lux

advertisement may said to have more effect on the

perception of people when they comparethemselves to her and may associate it with the

usage of Lux SoapMost people would not bother reading what is

written in the circles at the bottom of the

advertisement, just the concept of beauty and

glamour associated with the attractiveness increases

the message effectiveness.

Priyanka Chopra Ad
https://www.youtube.com/watch?v=FV7ZL_SSxrIhttps://www.youtube.com/watch?v=FV7ZL_SSxrIhttps://www.youtube.com/watch?v=FV7ZL_SSxrIhttps://www.youtube.com/watch?v=FV7ZL_SSxrI


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Subliminal PerceptionBelow Threshold


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Subliminal PerceptionBelow Threshold

People are stimulated below the level

of their conscious awareness that is

they perceive the stimuli without being

consciously aware that they are

doing so.

Subliminal advertising is a kind

of marketing where a message

is intentionally embedded

within an image or sound.

Application


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How it all started?

Back in 1957 movies started flashing subliminalmessages at frame rate of 1/3000 of a second

Our senses are

constantly being

bombarded with

enormous amount of

information, only asmall percentage of

data reaches our

consciousness,

however our

subconscious mind

absorbs almost

everything.


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Lets have a relook!


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Perception Based on Expectations

People see those things that they expect. People perceive and expect things and

product attributes according to their own expectations.

For Example, Apple stores are designed to actually shape your expectations and perception of the brandpositively. However this doesnt always work e.g. challenge tractor dealership faces in India

There are some general expectations that marketers target. These expectations

arise from ones prior experience, needs and social influences.


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The smallest amount of difference between two stimuli that can be detected, is known as

the difference threshold

The concept of difference thresholds applies to all areas of perception; hearing, touch,

sight, taste, and smell all have thresholds that need to be met before any changes in stimuli

are sensed

The launch of the new logo with introducing a new corporate slogan Beyond Petroleum

provided not only a meaningful definition of the company name but proved to be the JustNoticeable Difference for audiences to perceive BP as a company with bigger ideas for the

future

Difference Threshold


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Stereotypes are fixed

opinions that people

hold in their minds and

on the basis of this

they perceivesituations and people

Marketers target these

stereotypes either to

strengthen or weaken

them by playing on

already existing

stereotypes such as

gender, ethnic , age orgeographical stereoypes

Stereotypes


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In AXE women are not seen assomeone that men are trying to

get to know, but instead theyonly exist as sexual objects. Inother words ladies have no

choice or needs of their own andare seen good for only one thing


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WOMEN VS. MALE STEREOTYPES IN ADVERTISING


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This principle is used to form a uniform and unified impression

https://www.youtube.com/watch?v=bQyQGATcafo

Grouping

This may be perceived by the consumer and group the stimuli of using a toothpaste

for better lasting impressions in a romantic context

Even though the toothpaste has nothing to do with the concept of romance

The advertisement has been grouped in such a way that some consumers may

associate it to a romantic partner and having a better impression on them
https://www.youtube.com/watch?v=bQyQGATcafohttps://www.youtube.com/watch?v=bQyQGATcafo


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Figure and Ground

The ConceptThe term figure-ground is used to describe

the tendency of the visual system to

simplify a system into the main object that

we are looking at an everything else that

forms the background

Used in Websites

The actionable object is simply the box AmazonCloud Player. The box has a sharper contrast, box

is placed just below the horizon so that it appears

closer to the eyes

The below example is from the Apple site.The iPod has a sharp contrast, bright colour

and placed below the horizon line to attract

attention


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Perception positioning based on a specific benefit

Most consumers know Dettol asan antiseptic soap. So Dettol

leveraged itself not just as an

antiseptic but good for skincare

as well

DETTOL

CROCIN

Crocin was considered as tablet

that was to be consumed whenyou had a fever. But Crocin used

that benefit to its advantage by

introducing a variant which could

be consumed for headache as well


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Perceived Risk

Consumers perception of risk varies

from product to product, situation andculture.

Whether the risk is real or not, the

idea is to grab the consumers

attention towards the product.

An illustration of a life-insurance

advertisement

Types of perceived risks

Functional

Social

Financial

Physical

Time

Psychological


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Thank You !

Documents

Market Perception_final (1)