Perception Pertemuan 11 Matakuliah: J0384 – Perilaku Konsumen Tahun: Ganjil 2007/2008

Bina Nusantara BACKGROUND Our perception is an approximation of reality. Our brain attempts to make sense out of the stimuli to which we are exposed. This works well, for example, when we "see" a friend three hundred feet away at his or her correct height; however, our perception is sometimes "off"—for example, certain shapes of ice cream containers look like they contain more than rectangular ones with the same volume.

Bina Nusantara Scoping…. The nature of perception Exposure Attention Interpretation The marketing application of the perception process

Bina Nusantara Concept Perception is the critical activity that links the individual consumer to group, situation and marketer influences

Bina Nusantara The nature of perception Information processing : is a aseries of activities by which stimuli are transformed into information and stored

Bina Nusantara EXPOSURE Exposure involves the extent to which we encounter a stimulus. For example, we are exposed to numerous commercial messages while driving on the freeway: bill boards, radio advertisements, bumper-stickers on cars, and signs and banners placed at shopping malls that we pass. Exposure occurs when a stimulus such as a billlboard comes within range of a person sensory receptor nerves – the optic nerve in the case of vision

Bina Nusantara Exposure is not enough to significantly impact the individual—at least not based on a single trial (certain advertisements, or commercial exposures such as the "Swoosh" logo, are based on extensive repetition rather than much conscious attention).

Bina Nusantara ATTENTION Attention is needed. Attention is actually a matter of degree—our attention may be quite high when we read directions for getting an income tax refund, but low when commercials come on during a television program Occurs when the receptor nerves pass the sensation on the brain for processing

Bina Nusantara STIMULUS FACTORS Are physichal charasteristics of the stimulus it self. A number of stimulus charasterictics tend to attractour attention independently of our individual charasteristic Stimulus Factors : – Size and intensity – Colour and movement – Position – Isolation – Format – Compressed messages – Information quantity

Bina Nusantara Individual factors – Individual factors Situtational Factors – Situtation factors – Contrast

Bina Nusantara INDIVIDUAL CHARASTERISTICS Learning Expectations Situational charasteristics Stimulus charasteristics

Bina Nusantara PEPRCEPTION AND MARKETING STRATEGY Retail Strategy Bran name and logo development Media Strategy Advertisement and package design