CHAPTER
Five
Consumer Perception
Learning Objectives
1. To Understand the Sensory Dynamics of
Perception.
2. To Learn About the Three Elements of
Perception.
3. To Understand the Components of Consumer
Imagery and Their Strategic Applications.
Perception
• The process by which an individual
selects, organizes, and interprets
stimuli into a meaningful and
coherent picture of the world.
3
Aspects of Perception
Perceptual Selection
Selection Depends Upon:
Organization
Principles
• People tend to organize
perceptions into figure-
• Figure and ground
and-ground relationships.
• Grouping • The ground is usually
• Closure hazy.
• Marketers usually design
so the figure is the noticed
stimuli.
Organization
Principles
• Figure and ground • People group stimuli to
• Grouping form a unified
• Closure impression or concept.
• Grouping helps memory
and recall.
Organization
Principles • People have a need for
closure and organize
• Figure and ground perceptions to form a
• Grouping complete picture.
• Will often fill in missing
• Closure
pieces
• Incomplete messages
remembered more than
complete
What Element of Perceptual
Organization Is Featured in This Ad?
Closure
Interpretation
• People hold meanings
related to stimuli
Interpretation
• Positive attributes of
people they know
to those who
resemble them
• Important for model
selection
Interpretation
• Verbal messages reflect
stereotypes
How Does This Ad
Depict Perceptual Interpretation?
It Contrasts the Powerful Durango with Less Rugged
Referred to in the Ad as the “Land Of Tofu.”
Interpretation
• First impressions are
lasting
• The perceiver is trying
to determine which
stimuli are relevant,
important, or predictive
Interpretation
• Consumers perceive and
evaluate multiple
objects based on just
one dimension
Product Positioning
• Establishing a specific image for a brand in the
consumer’s mind in relation to competing
brands
• Conveys the product in terms of how it fulfills
a need
• Successful positioning creates a distinctive,
positive brand image
Which Concepts of Perception Are
Applied in These Ads?
The Principle Of Contrast
Packaging as a Positioning Element
• Packaging conveys the image that the brand
communicates to the buyer.
• Color, weight, image, and shape are all
important.
• Repositioning might be necessary
because:
– Increased competition
– Changing consumer tastes
Perceptual Mapping
• An analytical technique that enables
marketers to plot graphically consumers’
perceptions concerning product attributes of
specific brands
Perceived Price and Perceived Quality
• Reference prices – used as a basis for
comparison in judging another price
– Internal
– External
• Perceived Quality of Products
– Intrinsic vs. Extrinsic Cues
Price/Quality Relationship
The perception of price as an indicator of
product quality (e.g., the higher the price,
the higher the perceived quality of the
product.)
Retail Store Image
Manufacturer’s Image
• Favorable image tied to new product
acceptance
• Companies sponsor community events to
enhance images
• Product and institutional images
Perceived Risk
• The degree of uncertainty perceived by the
consumer as to the consequences (outcome) of a
specific purchase decision
• Types
– Functional Risk
– Physical Risk
– Financial Risk
– Social Risk
– Psychological Risk
– Time Risk
How Consumers Handle Risk
• Seek Information
• Stay Brand Loyal
• Select by Brand Image
• Rely on Store Image
• Buy the Most Expensive Model
• Seek Reassurance
End of Chapter
Thank You