Consumer Behaviour Consumer Perception Ref Chapter 8 HAUT

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

Week 3 ü Perception – How consumers perceive the world. . ü Learning – How consumers learn and remember ü Attitudes – Opinions, views and actions towards products/brands ü External Influences – Groups… ü Feedback on mid module test. ü Tutorial – the Hidden Persuaders.

Consumer Behaviour Grand Modelling HAUT Transfer Abroad Programme

Major Influences on Customer Behaviours

Consumer Behaviour Basic Framework Motivation Perception Search Evaluation Choice Learning HAUT Transfer Abroad Programme

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

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

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

The Five Senses • • • Audition / hearing Vision / seeing Olfaction/Smell Tactition/Touch/Texture Gustation/Taste Sensations?

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

We are very sensitive • Lack of one sense is often compensated by an increase in other senses…… • Senses can be heightened!

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

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

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

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

Consumer Behaviour 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 HAUT Transfer Abroad Programme

Consumer Behaviour 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. HAUT Transfer Abroad Programme

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

Consumer Behaviour 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. HAUT Transfer Abroad Programme

Consumer Behaviour HAUT Transfer Abroad Programme

Consumer Behaviour Aspects of Selection • Organisation • Interpretation HAUT Transfer Abroad Programme

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

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

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

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

Consumer Behaviour 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 HAUT Transfer Abroad Programme

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