AYESHA SIKANDER

PERCEPTUAL INTERPRETATION

Personal phenomenon. Interpretation of stimuli Stimuli are highly ambiguous 1.weak stimuli 2.strong stimuli

PERCEPTUAL DISTORTION

1.PHYSICAL APPEARANCE 2.JUMPING TO CONCLUSION 3.HALO EFFECT 4.STEREOTYPES

PHYSICAL APPEARANCE Attributing qualities to certain people who may resemble them Selecting models in ads

JUMPING TO CONCLUSION Jumping to conclusion before examining all relevant evidence. E.g on basis of package design, advertising and pricing

JUMPING TO CONCLUSION

HALO EFFECT Consumer like the brand Tendency to give a high rating to all the brand's features is called halo effect E.g. L’Oreal

STEREOTYPES Expectation of what specific situations, people or events will be like E.g racial groups, ethnic groups etc.

STEREOTYPES E.g. this ad on right was banned because black’s said that white person is arresting the black however it is not the case. It was just the ad to depict united colors of Benetton.

PRODUCT POSITIONING

An image that a product has in mind of consumer is positioning Product should occupy a unique position in consumers mind other then its competitors Benefits and features should b differentiated effectively Positioning complements the company’s in its segmentation strategy.

PRODUCT POSITIONING Two goals of good positioning strategy –one which satisfies consumers need –Featuring brand against its competition Making brand image

PRODUCT POSITIONING UMBRELLA POSITIONING POSITINING AGAINST THE COMPETITION POSITIONING BASED ON A SPECIFIC BENEFIT FINDING AN UNOWNED POSITION FILLING SEVERAL POSITIONS

UMBRELLA POSITIONING Creating overall image of company having diversified product line E.g McDonald’s positioning includes “You deserve a break today at McDonald” “Good times, great taste”

POSITINING AGAINST THE COMPETITION Introducing /featuring your product against your competitors E.g. zong ad which is introducing its products and services against other telecom organizations.

POSITIONING BASED ON A SPECIFIC BENEFIT Depicting Key benefit of the product E.g. KFC finger licking good

FINDING AN UNOWNED POSITION Finding niche unfilled by other companies E.g. L’OREAL does by introducing antidandruff shampoos according to hair type like dry, oily etc.

FILLING SEVERAL POSITIONS E.G LOREAL E.g. unilever in which are included number of products

HUMAIRA SHAFIQ

PRODUCT REPOSITIONING HOW? AND WHY?

REASONS Changing the image of brand Changing customer needs Outcome of market events

POSITIONING OF SERVICES Tangible reminders Soaps Labeled matchboxes Colored vehicles

Brand name DISTINCTIVERELEVANTMEMORABLE

Perceived price strategies satisfaction Relationship building efficiency

Reference price Product utility Purchase price Acquisition utility Reference price Purchase price Transaction utility

Perceived quality Perceived quality of products Product quality Intrinsic cues (Preferred) Extrinsic cues

Perceived quality of services Price quality relationship

DYNAMICS OF PERCEPTION

“Perception is largely the study of what we sub- consciously add to or subtract from raw sensory inputs to produce our own private picture of the world.”

THREE ASPECTS OF PERCEPTION 1.Perceptual Selection 2.Perceptual Organization 3.Perceptual Interpretation

1.PERCEPTUAL SELECTION  Consumer exercise great deal of selectivity  Selectivity depends on: A.Nature of stimuli B.Expectation C.Motives

1A.NATURE OF STIMULI Includes: Nature of product Physical attribute of product Package design Advertisement and commercial Brand name Position of print ad or commercial “Contrast” is one of the most attention compelling attributes of a stimulus.

1B. EXPECTATIONS People usually see what the expect to see and what they expect to see is usually based on: Familiarity Pervious experience “Stimuli conflicting sharply with expectations often receive more attention than those that conform to expectations”

1C.MOTIVES Consumer perceive those stimuli for which they have stronger need and discard the unrelated one’s.

2. PERCEPTUAL ORGANIZATIO  Organize the numerous stimuli into groups and perceive them as unified wholes  Basic principles include: A.Figure and ground B.Grouping C.Closure

2A.FIGURE AND GROUND CHARACTERISTICS “Product should be perceive as figure not as ground” FIGUREGROUND Well- defined Indefinite SolidHazy ForefrontContinuou s

2B. GROUPING  Group the stimili to form a unified picture or impression  Grouping facilitates: Remembrance Recall

2C. CLOSURE  Need of closure i.e. to complete an incomplete message exist and individuals express this need by organizing their perceptions so that they form a complete picture.  “Incomplete messages are better remembered than complete ones.”  Promotional messages use this technique to gain attention of consumer

IMPORTANT CONCEPTS OF PERCEPTION SELECTIVE EXPOSURE Seek out those messages that you want Avoid painful or threatening ones SELECTIVE ATTENTION Focus on those ads which they want Difference exist in terms of kind of information, form of message and type of medium between individuals

PERCEPTUAL DEFENCE Screen out psychologically threatening messages although they had already exposed Perceptual blocking Simply tuning out