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Presentation on Perception

Presentation on Perception

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Presentation on Perception

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  1. Presentation on Perception Add Your Name Here

  2. WHAT IS PERCEPTION??

  3. PERCEPTION • HOW WE SEE THE WORLD AROUND US • PERCEPTION is defined a process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world

  4. Sensation • Absolute Threshold • Differential Threshold J.N.D. (just noticeable differences) • Marketing applications of j.n.d. • Subliminal Perception

  5. Perception Process • Perceptual Selection • Perceptual Organization • Perceptual Interpretation

  6. Perceptual Selection • Nature of stimulus • Expectations • Motives

  7. Important Selective perception concepts • Selective Exposure • Selective Attention • Perceptual Defense • Perceptual Blocking

  8. Perceptual Organization • Figure and Ground • Grouping • Closure

  9. Perceptual Interpretation • Physical Appearances • Stereotypes • Irrelevant Cues • First impressions • Jumping to Conclusions • Halo Effect

  10. Consumer Imagery • Product and Service Images • Perceived Price • Perceived Quality • Retail Store Image • Manufacturer’s Image • Brand Image

  11. Product and Service Images • Positioning Strategy • Perceptual Mapping • Positioning of Services • Repositioning Strategy

  12. Perceived Price • Reference price internal reference price external reference price • Plausible price plausible low price plausible high price implausible high price • Discount claims tensile price claims objective price claims

  13. Perceived Quality • Perceived Quality of Products • Perceived Quality of Services • Price/Quality Relationship

  14. Perceived Quality

  15. SERVQUAL Dimensions for measuring service quality

  16. SERVPERF • OUTCOME DIMENSION • PROCESS DIMENSION

  17. Perceived Risk Perceived risk is defined as the uncertainty that consumer faces when they cannot foresee the consequences of their purchase decisions.

  18. Types of Perceived Risk • Functional Risk • Physical Risk • Financial Risk • Social Risk • Psychological Risk • Time Risk

  19. Variation in Risk Perception • AMOUNT OF RISK High Risk perceiver Low Risk perceiver • PRODUCT CATEGORIES • SHOPPING SITUATION

  20. Consumer’s Risk Handling • Seek Information • Brand loyal • Select by Brand Image • Rely on Store Image • Buy Most Expensive Model • Seek Reassurance

  21. THANK YOU