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Presentation on Perception
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WHAT IS PERCEPTION??
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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
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Sensation Absolute Threshold Differential Threshold J.N.D. (just noticeable differences) Marketing applications of j.n.d. Subliminal Perception
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Perception Process Perceptual Selection Perceptual Organization
Perceptual Interpretation
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Perceptual Selection Nature of stimulus Expectations Motives
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Important Selective perception concepts
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking
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Perceptual Organization
Figure and Ground Grouping Closure
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Perceptual Interpretation
Physical Appearances Stereotypes Irrelevant Cues First impressions Jumping to Conclusions Halo Effect
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Consumer Imagery Product and Service Images Perceived Price
Perceived Quality Retail Store Image Manufacturer’s Image Brand Image
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Product and Service Images
Positioning Strategy Perceptual Mapping Positioning of Services Repositioning Strategy
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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
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Perceived Quality Perceived Quality of Products
Perceived Quality of Services Price/Quality Relationship
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Perceived Quality
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SERVQUAL Dimensions for measuring service quality
DERSCRIPTION Tangibles Reliability Responsiveness Assurance empathy Appearance of facilities,materials,personnel Ability to perform Willingness to help Knowledge & courtesy Caring, individualized attention the firm to provide its customers
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SERVPERF OUTCOME DIMENSION PROCESS DIMENSION
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Perceived Risk Perceived risk is defined as the uncertainty that consumer faces when they cannot foresee the consequences of their purchase decisions.
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Types of Perceived Risk
Functional Risk Physical Risk Financial Risk Social Risk Psychological Risk Time Risk
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Variation in Risk Perception
AMOUNT OF RISK High Risk perceiver Low Risk perceiver PRODUCT CATEGORIES SHOPPING SITUATION
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Consumer’s Risk Handling
Seek Information Brand loyal Select by Brand Image Rely on Store Image Buy Most Expensive Model Seek Reassurance
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THANK YOU
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