Consumer Behavior Perception Final Presentation.pptx

Consumer Behavior Perception Final Presentation.pptx

1. Chapter 3: Perception

2. The Power of Sensation How Our Senses Shape Our Perception

3. The Symphony of Sensations Our world is filled with an array of sensations Natural and manufactured stimuli bombard us constantly Marketers contribute to this sensory overload Each of us copes with this by selectively attending to certain stimuli Photo by Pexels

4. Sensation vs Perception Sensation is the immediate response of our sensory receptors Perception is the process of selecting, organizing, and interpreting sensations Perception adds meaning to raw sensations Our brains receive external stimuli through various channels Photo by Pexels

5. Appealing to Multiple Senses Marketers' messages are more effective when they engage multiple senses Studies show that multisensory marketing enhances perception Unique sensory qualities differentiate brands from competitors Creating associations with sensations can leave a lasting impact Photo by Pexels

6. Overcoming Challenges Changing sensory perceptions is a challenging task Consumers may have preconceived biases and doubts Individual experiences shape interpretations In Pakistan, UHT (ultra-high temperature) milk is a common option offered by brands like Nestlé Milk Pak. UHT milk has a longer shelf life and doesn't require refrigeration until opened, making it convenient for consumers with limited access to refrigeration Photo by Pexels

7. Unlocking the Emotional and Sensory Aspects of Consumer Interactions

8. Hedonic Consumption: Enhancing Consumer Experiences Products' sensory, fantasy, and emotional aspects are crucial to hedonic consumption Physical cues prime us to react even without awareness Context effects subtly influence our perception of products For instance, skincare and cosmetics brands like "J.," "L'Oréal," and "Gul Ahmed" invest in packaging design, scents, and overall product presentation to appeal to consumers' sensory and emotional preferences.

9. Using Senses to Create a Competitive Advantage

10. Cultural Significance of Colors: In Pakistan, colors like green hold cultural significance due to their connection with the national flag and patriotism.

11. During the festival of Eid, bright and vibrant colors are associated with joy and celebration, influencing clothing choices and decorations

12. Color preferences in Pakistan vary by gender and age, influencing clothing choices and product designs.

13. The Stages of Perception

14. Stage 1: Exposure Sensory Threshold is the energy required for us to detect stimuli. Absolute Threshold refers to the minimum amount of stimulation a person can detect. Differential Threshold refers to the ability of a sensory system to detect changes in or differences between two stimuli.

15. Weber's Law in Consumer Behaviour If the stimulus is strong to begin with, then a relatively small change in the intensity of that stimulus is unlikely to be picked up on.

16. Subliminal Perception Marketing messages that influence consumers unconsciously They’re inaudible to the conscious mind but audible to the unconscious, or deeper, mind.

17. Stage 2: Attention A state of focused awareness with the readiness to respond. Consumers often live in a state of sensory overload Rich media; the use of animated.gif files or video clips to grab viewers’ attention.

18. Personal Selection Factors Perceptual Vigilance We are more likely to be aware of stimuli that relate to our current needs. Perceptual Defense This means that we tend to see what we want to see.

19. Factors Leading to Adaptation: Intensity Discrimination Exposure Relevance Adaptation - is the degree to which consumers continue to notice a stimulus over time. The process of adaptation occurs when we no longer pay attention to a stimulus because it is so familiar.

20. Stimulus Selection Factors Characteristics of the stimulus itself play an important role to determine what we notice and what we ignore. A message creates contrast in several ways: Size Color Position Novelty

21. Stage 3: Interpretation And its Biases Interpretation refers to the meanings we assign to sensory stimuli. Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. ( Gestalt Psychology ) The closure principle, The similarity principle and The figure-ground principle.

22. Story telling campaign by Generation (The closure Principle) Marketing strategies that use the closure principle encourage audience participation, which increases the chance that people will attend to the message. Nike’s Just do It Campaign: The similarity Principle consumers tend to group together objects/brands that share similar physical/emotional characteristics with them.

23. Semiotics: The Meaning of Meaning A discipline that studies the correspondence between signs and symbols and their roles in how we assign meanings. From a semiotic perspective, every marketing message has three basic components: an object, a sign (or symbol), and an interpretant .

24. Hyperreality This refers to the process of making real what is initially simulation or “hype.” Advertisers create new relationships between objects and interpretants when they invent connections between products and benefits. The “artificial” associations between product symbols and the real world take on lives of their own

25. Perceptual Positioning Perception of a brand comprises both its functional attributes (e.g., its features, its price, and so on) and its symbolic attributes (its image and what we think it says about us when we use it). Marketers can use many dimensions to carve out a brand’s position in the marketplace.

26. Lifestyle: Saffaron is a “higher-class” condiment. Price leadership: L’Oréal sells its Noisôme brand face cream in upscale beauty shops. Attributes: Rose Petal Tissues are “convenient and easy to use for every situation.”

27. Competitors: Dawlance is “the most reliable company.” Occasions: Velo is an alternative at times when smoking is not permitted. Users: Levi’s Dockers target men in their 20s to 40s. Quality: At Élan, “Quality is vital.