Description
This is ppt on Customer perception and perceptual positioning it covers 3 main aspect i.e. sensation, organisation and interpretation.
CUSTOMER Perception
?
Perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.
Customer as a Perceiver
The customer’s perception of a product or a brand is what matters Perception is process of receiving information about and making sense of world around Customers
Process of Perception
?
Sensation Organization Interpretation
?
?
Factor that shape Perception:
?
Stimulus characteristics
?
The nature of information from the environment
The setting in which the information is received Personal knowledge and experiences
?
Context characteristics
?
?
Customer characteristics
?
Sensation & Perception
?
Sensation:
?
The immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odors, and textures
The process by which sensations are selected, organized, and interpreted Focuses on what we add to raw sensations to give them meaning
?
Perception:
?
?
The Study of Perception:
?
An Overview of the Perception Process
Sensory Systems - Vision
?
?
?
Marketers rely heavily on visual elements in advertising, store design, and packaging. Meanings are communicated on the visual channel through a product’s color, size, and styling. Colors may influence our emotions more directly.
?
?
Arousal and stimulated appetite (e.g. red) Relaxation (e.g. blue)
Sensory Perceptions - Vision
?
Some reactions to color come from learned associations.
?
(e.g. Black is associated with mourning in the United States, whereas white is associated with mourning in Japan.)
?
Some reactions to color are due to biological and cultural differences.
?
(e.g. Women tend to be drawn to brighter tones and are more sensitive to subtle shadings and patterns)
Perceptions of Color
?
This ad campaign by the San Francisco Ballet uses color perceptions to get urban sophisticates to add classical dance to their packed entertainment itinerary.
Sensory Perceptions - Vision
?
?
Color plays a dominant role in Web page design. Saturated colors (green, yellow, orange, and cyan) are considered the best to capture attention.
?
Don’t overdo it. Extensive use of saturated colors can overwhelm people and cause visual fatigue. Colors that are strongly associated with a corporation, for which the company may have exclusive rights for their use.
?
?
Trade Dress:
?
(e.g. Kodak’s use of yellow, black, and red)
Perceptions of Color
?
As this Dutch detergent ad demonstrates (Flowery orange fades without Dreft ), vivid colors are often an attractive product feature.
Sensory Perceptions - Smell
?
?
?
Odors can stir emotions or create a calming feeling. Some responses to scents result from early associations that call up good or bad feelings. Marketers are finding ways to use smell:
? ? ? ? ?
Scented clothes Scented stores Scented cars and planes Scented household products Scented advertisements
Smell in Advertising
This ad pokes fun at the proliferation of scented ads. Ah, the scent of sweat.
?
Sensory Perceptions – Sound
?
?
? ?
?
Advertising jingles > brand awareness. Background music > desired moods. Sound affects people’s feelings and behaviors. Musak uses a system it calls “stimulus progression” to increase the normally slower tempo of workers during midmorning and midafternoon time slots. Sound engineering:
?
Top-end automakers are using focus groups of consumers to help designers choose appropriate sounds to elicit the proper response.
Sensory Perceptions – Touch
?
?
?
Relatively little research has been done on the effects of tactile stimulation on the consumer, but common observation tells us that this sensory channel is important. People associate textures of fabrics and other surfaces with product quality. Perceived richness or quality of the material in clothing is linked to its “feel,” whether rough or smooth.
Applications of Touch Perceptions
Sensory Perceptions – Taste
?
?
?
Taste receptors contribute to our experience of many products. Specialized companies called “flavor houses” are constantly developing new concoction to please the changing palate of consumers. Changes in culture also determine the tastes we find desirable.
Sensory Thresholds
?
Absolute Threshold:
?
The minimum amount of stimulation that can be detected on a given sensory channel. The ability of a sensory system to detect changes or differences between two stimuli. The minimum difference that can be detected between two stimuli is known as the j.n.d. (just noticeable difference).
?
Differential Threshold:
?
@ttention
?
Attention:
?
The extent to which processing activity is devoted to a particular stimulus. The Internet has transformed the focus of marketers from attracting dollars to attracting eyeballs. People attend to only a small portion of the stimuli to which they are exposed
?
Attention economy:
?
?
Perceptual selection:
?
Attention and Advertising
?
Nike tries to cut through the clutter by spotlighting maimed athletes instead of handsome models.
Personal Selection Factors
?
Experience:
?
The result of acquiring and processing stimulation over time
Consumers tend to notice immediately important to them Customer see what they want to see - and don’t see what they don’t want to see
?
Perceptual vigilance:
?
?
Perceptual defense:
?
?
Adaptation:
?
The degree to which consumers continue to notice a stimulus over time
Factors that Lead to Adaptation
?
?
?
?
?
Intensity: Less-intense stimuli habituate because they have less sensory impact. Duration: Stimuli that require relatively lengthy exposure in order to be processed tend to habituate because they require a long attention span. Discrimination: Simple stimuli tend to habituate because they do not require attention to detail. Exposure: Frequently encountered stimuli tend to habituate as the rate of exposure increases. Relevance: Stimuli that are irrelevant or unimportant will habituate because they fail to attract attention.
Stimulus Selection Factors
?
Size:
?
The size of the stimulus itself in contrast to the competition helps to determine if it will command attention.
Color is a powerful way to draw attention to a product. Stimuli that are present in places we’re more likely to look stand a better chance of being noticed. Stimuli that appear in unexpected ways or places tend to grab our attention
?
Color:
?
?
Position:
?
?
Novelty:
?
Attention to Stimuli
?
Interpretation:
?
The meaning that we assign sensory stimuli.
Set of beliefs to which the stimulus is assigned. Process by which certain properties of a stimulus typically will evoke a schema, which leads consumers to evaluate the stimulus in terms of other stimulus they have encountered and believe to be similar.
?
Schema:
?
?
Priming:
?
?
?
Schema 1: Yellow = fresh colour Lemon = fresh scent Therefore: Use this product for cleaning Instead, some used this SCHEMA instead: Schema 2: Yellow = fresh colour Lemon = fresh fruity juice Therefore: ?? What do you think happened?
Sunlight recently sent out samples to customers. They used the concept of Priming, whereby certain images tend to make the consumer more receptive to the advertisement. They hoped that consumers would use the first schema, but many of them used the second one:
Stimulus Organization
?
?
A stimulus will be interpreted based on its assumed relationship with other events, sensations, or images. Closure Principle:
?
People tend to perceive an incomplete picture as complete. is a technique Cm use from their earliest days to help them remember something by how it's like something else they already know .
?
Principle of Similarity:
?
?
Figure-ground Principle: - implies a situation where the subject stands out easily against the background; this can be visual, or as understood by any of the other senses
Gestalt Principle
?
This Swedish ad relies upon gestalt perceptual principles to insure that the perceiver organizes a lot of separate images into a familiar image.
Principle of Closure
?
This Land Rover ad illustrates the use of the principle of closure, in which people participate in the ad by mentally filling in the gaps in the sentence.
Figure-ground Principle
?
This billboard for Wrangler jeans makes creative use of the figure-ground principle.
Perceptual Positioning
?
Positioning Strategy ? A fundamental part of a company’s marketing efforts as it uses elements of the marketing mix to influence the consumer’s interpretation of its meaning. ? Many dimensions can establish a brand’s position in the marketplace:
• Lifestyle • Competitors • Price Leadership (Wal-Mart's for low price & l’oreal for high price and low price) • Occasions • Attributes • Users • Product Class • Quality
doc_451260828.ppt
This is ppt on Customer perception and perceptual positioning it covers 3 main aspect i.e. sensation, organisation and interpretation.
CUSTOMER Perception
?
Perception is a process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.
Customer as a Perceiver
The customer’s perception of a product or a brand is what matters Perception is process of receiving information about and making sense of world around Customers
Process of Perception
?
Sensation Organization Interpretation
?
?
Factor that shape Perception:
?
Stimulus characteristics
?
The nature of information from the environment
The setting in which the information is received Personal knowledge and experiences
?
Context characteristics
?
?
Customer characteristics
?
Sensation & Perception
?
Sensation:
?
The immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odors, and textures
The process by which sensations are selected, organized, and interpreted Focuses on what we add to raw sensations to give them meaning
?
Perception:
?
?
The Study of Perception:
?
An Overview of the Perception Process
Sensory Systems - Vision
?
?
?
Marketers rely heavily on visual elements in advertising, store design, and packaging. Meanings are communicated on the visual channel through a product’s color, size, and styling. Colors may influence our emotions more directly.
?
?
Arousal and stimulated appetite (e.g. red) Relaxation (e.g. blue)
Sensory Perceptions - Vision
?
Some reactions to color come from learned associations.
?
(e.g. Black is associated with mourning in the United States, whereas white is associated with mourning in Japan.)
?
Some reactions to color are due to biological and cultural differences.
?
(e.g. Women tend to be drawn to brighter tones and are more sensitive to subtle shadings and patterns)
Perceptions of Color
?
This ad campaign by the San Francisco Ballet uses color perceptions to get urban sophisticates to add classical dance to their packed entertainment itinerary.
Sensory Perceptions - Vision
?
?
Color plays a dominant role in Web page design. Saturated colors (green, yellow, orange, and cyan) are considered the best to capture attention.
?
Don’t overdo it. Extensive use of saturated colors can overwhelm people and cause visual fatigue. Colors that are strongly associated with a corporation, for which the company may have exclusive rights for their use.
?
?
Trade Dress:
?
(e.g. Kodak’s use of yellow, black, and red)
Perceptions of Color
?
As this Dutch detergent ad demonstrates (Flowery orange fades without Dreft ), vivid colors are often an attractive product feature.
Sensory Perceptions - Smell
?
?
?
Odors can stir emotions or create a calming feeling. Some responses to scents result from early associations that call up good or bad feelings. Marketers are finding ways to use smell:
? ? ? ? ?
Scented clothes Scented stores Scented cars and planes Scented household products Scented advertisements
Smell in Advertising
This ad pokes fun at the proliferation of scented ads. Ah, the scent of sweat.
?
Sensory Perceptions – Sound
?
?
? ?
?
Advertising jingles > brand awareness. Background music > desired moods. Sound affects people’s feelings and behaviors. Musak uses a system it calls “stimulus progression” to increase the normally slower tempo of workers during midmorning and midafternoon time slots. Sound engineering:
?
Top-end automakers are using focus groups of consumers to help designers choose appropriate sounds to elicit the proper response.
Sensory Perceptions – Touch
?
?
?
Relatively little research has been done on the effects of tactile stimulation on the consumer, but common observation tells us that this sensory channel is important. People associate textures of fabrics and other surfaces with product quality. Perceived richness or quality of the material in clothing is linked to its “feel,” whether rough or smooth.
Applications of Touch Perceptions
Sensory Perceptions – Taste
?
?
?
Taste receptors contribute to our experience of many products. Specialized companies called “flavor houses” are constantly developing new concoction to please the changing palate of consumers. Changes in culture also determine the tastes we find desirable.
Sensory Thresholds
?
Absolute Threshold:
?
The minimum amount of stimulation that can be detected on a given sensory channel. The ability of a sensory system to detect changes or differences between two stimuli. The minimum difference that can be detected between two stimuli is known as the j.n.d. (just noticeable difference).
?
Differential Threshold:
?
@ttention
?
Attention:
?
The extent to which processing activity is devoted to a particular stimulus. The Internet has transformed the focus of marketers from attracting dollars to attracting eyeballs. People attend to only a small portion of the stimuli to which they are exposed
?
Attention economy:
?
?
Perceptual selection:
?
Attention and Advertising
?
Nike tries to cut through the clutter by spotlighting maimed athletes instead of handsome models.
Personal Selection Factors
?
Experience:
?
The result of acquiring and processing stimulation over time
Consumers tend to notice immediately important to them Customer see what they want to see - and don’t see what they don’t want to see
?
Perceptual vigilance:
?
?
Perceptual defense:
?
?
Adaptation:
?
The degree to which consumers continue to notice a stimulus over time
Factors that Lead to Adaptation
?
?
?
?
?
Intensity: Less-intense stimuli habituate because they have less sensory impact. Duration: Stimuli that require relatively lengthy exposure in order to be processed tend to habituate because they require a long attention span. Discrimination: Simple stimuli tend to habituate because they do not require attention to detail. Exposure: Frequently encountered stimuli tend to habituate as the rate of exposure increases. Relevance: Stimuli that are irrelevant or unimportant will habituate because they fail to attract attention.
Stimulus Selection Factors
?
Size:
?
The size of the stimulus itself in contrast to the competition helps to determine if it will command attention.
Color is a powerful way to draw attention to a product. Stimuli that are present in places we’re more likely to look stand a better chance of being noticed. Stimuli that appear in unexpected ways or places tend to grab our attention
?
Color:
?
?
Position:
?
?
Novelty:
?
Attention to Stimuli
?
Interpretation:
?
The meaning that we assign sensory stimuli.
Set of beliefs to which the stimulus is assigned. Process by which certain properties of a stimulus typically will evoke a schema, which leads consumers to evaluate the stimulus in terms of other stimulus they have encountered and believe to be similar.
?
Schema:
?
?
Priming:
?
?
?
Schema 1: Yellow = fresh colour Lemon = fresh scent Therefore: Use this product for cleaning Instead, some used this SCHEMA instead: Schema 2: Yellow = fresh colour Lemon = fresh fruity juice Therefore: ?? What do you think happened?
Sunlight recently sent out samples to customers. They used the concept of Priming, whereby certain images tend to make the consumer more receptive to the advertisement. They hoped that consumers would use the first schema, but many of them used the second one:
Stimulus Organization
?
?
A stimulus will be interpreted based on its assumed relationship with other events, sensations, or images. Closure Principle:
?
People tend to perceive an incomplete picture as complete. is a technique Cm use from their earliest days to help them remember something by how it's like something else they already know .
?
Principle of Similarity:
?
?
Figure-ground Principle: - implies a situation where the subject stands out easily against the background; this can be visual, or as understood by any of the other senses
Gestalt Principle
?
This Swedish ad relies upon gestalt perceptual principles to insure that the perceiver organizes a lot of separate images into a familiar image.
Principle of Closure
?
This Land Rover ad illustrates the use of the principle of closure, in which people participate in the ad by mentally filling in the gaps in the sentence.
Figure-ground Principle
?
This billboard for Wrangler jeans makes creative use of the figure-ground principle.
Perceptual Positioning
?
Positioning Strategy ? A fundamental part of a company’s marketing efforts as it uses elements of the marketing mix to influence the consumer’s interpretation of its meaning. ? Many dimensions can establish a brand’s position in the marketplace:
• Lifestyle • Competitors • Price Leadership (Wal-Mart's for low price & l’oreal for high price and low price) • Occasions • Attributes • Users • Product Class • Quality
doc_451260828.ppt