Consumer Behaviour Bangor Transfer Abroad Programme Consumer Perception (Ref. Chapter 8)

Consumer Behaviour Bangor Transfer Abroad Programme The process by which individuals / consumers selects organise and interpret stimuli into a meaningful and coherent picture of the world “How we see the world around us” “Making sense of their world” Perception

Consumer Behaviour Bangor Transfer Abroad Programme Elements of Perception Sensation Stimulus factors Individual factors Situational factors Absolute threshold Differential threshold Subliminal perception

Consumer Behaviour Bangor Transfer Abroad Programme Sensation Direct response of sensory organs to stimuli Senses -what are the main senses?

The Five Senses Audio / hearing Visual / seeing Smell Touch Taste Sensations?

Consumer Behaviour Bangor Transfer Abroad Programme Stimulus factors Physical characteristics Contrast Size Intensity Colour Movement Position Form

Consumer Behaviour Bangor Transfer Abroad Programme Individual Factors Personal characteristics - internal factors –interests, needs, prior learning and expectations

Consumer Behaviour Bangor Transfer Abroad Programme Situational Factors How the stimulus is received Whether the individual is relaxed – in a hurry, in a stressful situation..

Consumer Behaviour Bangor Transfer Abroad Programme Absolute threshold is the lowest level at which an individual can experience a sensation

Consumer Behaviour Bangor Transfer Abroad Programme Differential Threshold Known as Just Noticeable Difference (jnd) Minimal difference that can be detected between 2 similar stimuli

Consumer Behaviour Bangor Transfer Abroad Programme Differential Threshold Important in marketing - So that negative changes are not discernible to the public Eg a change in ingredients a change in the size of a chocolate bar

Consumer Behaviour Bangor Transfer Abroad Programme Differential Threshold Important in marketing - So that product improvements are very apparent to consumers. Eg a change in speed of a CPU An improvement in comfort of a car.

Consumer Behaviour Bangor Transfer Abroad Programme Weber’s Law The stronger the initial stimulus, the greater the intensity for the second stimulus to be perceived as different Basis for “habituation”

Consumer Behaviour Bangor Transfer Abroad Programme Subliminal Perception Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be received Is illegal if discovered.

Consumer Behaviour Bangor Transfer Abroad Programme Aspects of Selection Selection Organisation Interpretation

Consumer Behaviour Bangor Transfer Abroad Programme Perceptual Selection Consumers selective in what they perceive Selection depends on - nature of stimulus - expectations - motives

Consumer Behaviour Bangor Transfer Abroad Programme Perceptual Organisation Consumers organise perceptions to make sense e.g. figure and ground relationship

Consumer Behaviour Bangor Transfer Abroad Programme Interpretation Physical appearances Stereotypes First impressions Jumping to conclusions

Consumer Behaviour Bangor Transfer Abroad Programme Perceptions and Marketing Basis for marketing decisions – strategy and operational e.g. product positioning communications media and message

Consumer Behaviour Bangor Transfer Abroad Programme Perceptions Summary What is Perception? It consists of a all those activities by which an individual acquires and gives meaning to stimuli. It is a critical part of the human brain’s information processing system

Consumer Behaviour Bangor Transfer Abroad Programme Perceptions Summary Three key factors 1.Stimulus per se 2.Individual 3.Situational

Consumer Behaviour Bangor Transfer Abroad Programme