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• 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. • • • • 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.