Download The Psychoanalytic theory proposed by Sigmund

• PERCEPTION
• Perception is defined as the process by which an
individual selects,organizes and interprets stimuli
into a meaningful and coherent picture of the
world around us. Two individuals may be exposed
to the same stimuli under the same apparent
conditions
but
how
each
individual
recognizes,selects, organizes and interprets these
stimuli is a highly individual process based on
each person’s own needs, values and
expectations.
• Perception is the process through which a person
forms an opinion about the various stimuli he
receives from his sensory organs. In marketing,
perception is concerned with understanding how
the consumer views a product or service. The five
senses of a person help him in this process. The
marketer uses various props to stimulate the
consumer, that is, through the use of colors,
sound, touch, taste, or smell, to observe the
product.
• Aspects of perception :
• Sensation : It is the immediate and direct
response of the sensory organs to stimuli.A
stimulus is any unit of input to any of the
senses.
• The lowest level at which an individual can
experience a sensation is called the absolute
threshhold
• The minimal difference that can be detected
between two similar stimuli is called the just
noticeable difference( JND ).
• PERCEPTUAL SELECTION :
• Consumers subconsciously decide on which
aspects of the environment they perceive.
• What stimuli gets selected depends on two
major factors :
1. consumer’s previous
experience as it affects their experience
2. Consumers’ motives at the
time( their needs, desires, interests etc.)
• MARKETING AND STIMULUS :
• The marketer must distinguish his message from
the competitor's message. This is when Just
Noticeable difference (JND) comes to their aid.
JND is the minimum difference that the consumer
can detect between two stimuli he receives. It
helps the consumer to distinguish changes in
prices among purchase alternatives. Marketers
thus use stimuli to grab customers' attention and
most often these efforts are clearly visible and
known to the customer.
• Marketing stimuli include factors that affect
the consumer’s perception,such as the nature
of the product, its physical attributes, the
package design, the brand name,the
advertisement( including the copy,choice of
model, the position of the print ad).
• Contrast is on of the most widely used
stimulus.Advertisers often use attention
getting devices to achieve maximum contrast
and thus penetrate the consumer’s perceptual
screen.
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FACTORS AFFECTING PERCEPTION :
Expectations
Motives
Selective perception
• However, they sometimes use indiscernible
stimuli that are just below a consumer's
threshold so as to influence him. This is called
subliminal message. Of all the stimuli a
consumer comes into contact with, he pays
attention to only a few and interprets the
messages that he remembers. This is called
the process of perception and has the three
steps: 1) exposure, 2) attention, and 3)
interpretation.
• Marketers make use of perception to
formulate marketing strategies. The marketers
use a perceptual map, wherein they find out
the attributes or the characteristics that the
consumer associates with the product and
they create the product accordingly. Thus,
development of a brand or the logo of the
product, packaging of the product, etc., have
to be made keeping the consumer's
perception in mind.
• How well the consumer pays attention will depend
on the stimulus, and also the consumer's interest
and need for that product.
• The consumer interprets the information in two
ways: 1) the literal meaning or the semantic
meaning and
• 2) the psychological meaning.
• A consumer also interprets the symbols and other
physical features of the product on the basis of his
experience and cultural beliefs. This is called
semiotics.