Week 2-CB-Per-.pptx related to percention of consumer

CB work on prescption

1. Perception 2- 1 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Lecture 2

2. PERCEPTION Perception is a process that translates raw stimuli into meaning. Steps: Exposure Attention Interpretation 2- 2 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

3. 2- 3 Sensation and Perception Sensation is the immediate response of our sensory receptors (eyes, ears, nose, mouth, and fingers) to basic stimuli (light, color, sound, odor, and texture). Perception is the process by which sensations are selected, organized, and interpreted.

4. USP – Product’s Sensory Qualities The Owens-Corning Fiberglass trademarked the color bright pink Harley Davidson tried trademarking the distinctive sound of ‘hog’ 2- 4 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

5. Learning Objective 2 The design of a product is now a key driver of its success or failure. Coke – Sensory marketing video 2- 5 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

6. 2- 6 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Sensory Systems Vision Scent Sound Touch Apple Ad Taste

7. Vision How you see things? Beauty is in the eyes of beholder Colors may even influence our emotions more directly. Seeing is believing 2- 7

8. Color 2- 8 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

9. 2- 9 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

10. Sound Coke – Waving flag Campaign 2- 10 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

11. Touch 2- 11 Vision is a very complex phenomenon, with only a small percentage (less than 5%) of the process occurring in the eyes. The other ninety-five percent of vision takes place in the brain from association with touch, hearing and proprioception…Touch is the major contributor to full understanding of vision. Carla Hannaford  -

12. Taste 2- 12 “Some people will always taste like fire and leave the ones that love them tasting like ash.” Nikita Gill

13. Smell The sense of smell is not just a psychological response to a stimulus. The labels we give to odors not only help us identify them, but also influence how we perceive them. 2- 13 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

14. For Reflection How has your sense of touch influenced your reaction to a product? Which of your senses do you feel is most influential in your perceptions of products? 2- 14 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

15. 2- 15 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Perceptual Process We receive external stimuli through our five senses

16. Sensory Thresholds The absolute threshold refers to the minimum amount of stimulation a person can detect on any given sensory channel The differential threshold refers to the ability of a sensory system to detect changes in or differences between two stimuli https://www.mouseprint.org/2009/12/14/downsized-products-2009-part-2/ 2- 16 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

17. Learning Objective 5 Subliminal advertising is a controversial but largely ineffective way to talk to consumers 2- 17 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

18. 2- 18 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Subliminal Techniques Embeds: figures that are inserted into magazine advertising by using high-speed photography or airbrushing. Subliminal auditory perception: sounds, music, or voice text inserted into advertising.

19. Learning Objective 6 We interpret the stimuli to which we do pay attention according to learned patterns and expectations. 2- 19 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

20. Attention Attention is the extent to which processing activity is devoted to a particular stimulus Consumers experience sensory overload Marketers need to break through the clutter 2- 20 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

21. How Do Marketers Get Attention? Personal Selection Experience Perceptual filters Perceptual vigilance Perceptual defense Adaptation Stimulus Selection Contrast Size Color Position Novelty 2- 21 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

22. 2- 22 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Factors Leading to Adaptation Intensity Duration Discrimination Exposure Relevance

23. 2- 23 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Interpretation Interpretation refers to the meaning we assign to sensory stimuli, which is based on a schema

24. 2- 24 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Stimulus Organization Gestalt : the whole is greater than the sum of its parts Closure: people perceive an incomplete picture as complete Similarity: consumers group together objects that share similar physical characteristics Figure-ground: one part of the stimulus will dominate (the figure) while the other parts recede into the background (ground)

25. 2- 25 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Application of the Figure-Ground Principle

26. Learning Objective 7 - Semiotics The field of semiotics helps us to understand how marketers use symbols to create meaning 2- 26 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

27. 2- 27 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Perceptual Positioning Brand perceptions = functional attributes + symbolic attributes Perceptual map: map of where brands are perceived in consumers’ minds Used to determine how brands are currently perceived to determine future positioning

28. 2- 28 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Examples of Brand Positioning Lifestyle MG Motors https://www.instagram.com/mgmotorpakistan/reel/DAlqkCKJknj/ Price leadership Indrive Pakistan https://www.youtube.com/watch?v=t7j3sBZJFDo Attributes Lipton Green Tea https://youtu.be/5rtLSKUo7J4?si=1813H_0DUV5Q0ltl Product class Oliva Pakistan https://www.youtube.com/watch?app=desktop&v=uvsdnrE4gwE Competitors Jazz Offer https://www.youtube.com/watch?v=g6H6pIUs5NE Occasions Tapal https://www.youtube.com/watch?v=DQg5Qekw99k Users Mountain dew https://www.youtube.com/watch?v=4cFzr0_S19M Quality National https://www.youtube.com/watch?v=dXx_9djUQ2o

29. 2- 29 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter Summary Perception is a three-stage process that translates raw stimuli into meaning. Products and messages may appeal to our senses. The design of a product affects our perception of it. Subliminal advertising is controversial. We interpret stimuli using learned patterns. Marketers use symbols to create meaning.