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Chapter 6
Consumer
perception
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Perception is defined as:
Proses yg dilakukan oleh individu
untuk memilih, mengatur, dan
menafsirkan stimuli ke dalam gambar
yg berarti dan masuk akal mengenai
Catatan: Stimulus adalah setiap unit
masukan yg diterima oleh setiap indra
What is perception?
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Sensation
n Sensasi adalah respon yg segera & langsungdari alat pancaindera thdp stimuli ygsederhana (iklan, kemasan, merk)
Sensoryreceptors
Eyes
Ears
Nose
Mouth
Skin
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Thresholdsn The lowest level at which we can experience a
sensation is called the absolute threshold(ambang absolut)
n The minimal difference that can be detectedbetween two stimuli is called the differentialthreshold (ambang differensial), or thejustnoticeable difference (j.n.d.)
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Webers Law
n Weber was a 19th century German scientistn He discovered that the just noticeable
difference was relative to the intensity of thefirst stimulus
n This is now known as Webers lawn It holds true to all the senses and at almost all
intensities
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Examples of Webers law(Which ones are you likely to notice?)
iPods sale just $299
Great deal oniPods from
$250
We sell iPodsfor less than
$300
Save oniPods - $199
iPoddiscounters -
$249
Assume normal iPod price was $300
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Marketing applications
of the j.n.d
Try to make any negative changes in theproduct not readily discernible
Examples: increasing price or reducing quality
Changes should be minor and fall below the j.n.d
Try to make any improvements in theproduct easily discernible
Examples: new packaging, larger sizes
Changes should exceed the j.n.d.
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Figure 5.2: Sequential changes
in the Redhead symbol
Slow,progressivechanges to
the packagingin an attempt
to remainbelow the
j.n.d.
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Subliminal perceptionn People are also stimulated below their level of
conscious awareness
n This process is called subliminal perception- Stimulus is below the threshold of awareness
Another theory suggeststhe use of sexual embeds
should triggersubconscious motivationsto persuade consumers to
buy the products
Some research suggeststhat constant repetitionof very weak stimuli has
a minor incrementaleffect over time
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Perpetual selection
n Consumers subconsciously select the stimulithat they will perceive
n This helps them cope with the enormousquantities of stimuli that they are exposed toduring the day
n People are more likely to select is stimuli that:Is consistent
with theirprevious
experience orexpectations
Containsattentiongettingdevices
Is related totheir motives
at the time
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Examples ofattention-getting devices
n Ads in contrast to other adsn The use of lots of white space in print
advertising
n Colour in black and white adsn Infomercialsn Print ads that fold out and become oversizedn Unusual images or use of strong coloursn Use of popular songsn Use of celebritiesn Use of stimuli that conflicts with expectations
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Figure 5.6
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Various marketing stimuli affectoverall consumers perception
Overallconsumerperception
Advertising
PackagingAttributes
of theproduct
Brandname
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Selective perception concepts
Consumers actively seek out somemessages and seek to avoid others(perhaps through choice of media)
Selectiveexposure
Consumers will be selective in theamount of attention they give tocommercial stimuli
Selectiveattention
Some people screen out stimuli ordistort information that is inconsistentwith their values and beliefs
Perceptualdefence
Some consumers deliberately tune-outout from too much stimuli
Perceptualblocking
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Perceptual organisationn Consumers organise stimuli into groups and
perceive them as unified wholes
n This principle is often referred to as Gestaltpsychology
n The three most basic principles of perceptualorganisation are:
- Figure and ground- Grouping- Closure
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Perceptual organisationprinciples
Uses stimulus in contrast with theenvironment
That is, a figure against a backgroundFigure and
ground
The grouping of stimuli to form a unifiedimpression
That is, using stimuli as chunks ofinformation (not individually)
Grouping
Filling in the missing pieces to form acomplete picture
The Zeigernik effect = incomplete tasksmay be more easily remembered
Closure
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Distorting influences(Perceptual distortion)
Example: attractive models in ads aremore persuasive
Physicalappearance
Peoples stereotypes determine howsome messages are perceivedStereotypes
Looking to irrelevant stimuli whenfaced with a complex choiceIrrelevant cues
First impressions tend to be lasting andmay outweigh subsequent informationFirst impressions
Drawing a conclusion based on limited(early) information
Jumping toconclusions
An evaluation based on a singleimportant dimension onlyThe halo effect
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Positioningn Positioning is the relative image that a product or
service has in the mind of the consumer
n Positioning strategy is the essence of themarketing mix
n Positioning conveys the concept of the product,in terms of how it fulfils a consumer need
n Marketers try to create positioning consistentwith the relevant self-image of the target market
- This is considered more important to the success of theproducts than its actual characteristics
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Major positioning strategies
Umbrella
Creating an overallcompany image, where
products may befeatured individually
Against thecompetition
Highlighting majoradvantages over thespecific competitors
Based on a
specific benefit
Focusing on a keybenefit of the brand
Finding anunowned position
Finding a niche unfilledby other companies
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Product repositioning
Reasons toreposition
Newcompetitors
Too close tocompetitor
position
Changes inmarket needs
Poorimplementationof positioning
goals
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Perceptual mappingn A technique designed to show how products
and services are perceived, in the minds ofconsumers, relative to competitive brands,based on a number of attributes
n It allows marketers to determine their currentimage, as well as to identify gaps, which mayrepresent market opportunities of unfulfilledconsumer needs
n Perceived image is very important to servicefirms because their product is intangible, whichmeans image is often a differentiating factor
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Figure 5.14: Perceptual map foran Australian iced coffee study
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Perceived price
n Strategies that reduced price unfairness willenhance perceived value...
Reducing customers perceptions ofuncertainty
Can use guarantees and flat-ratepricing
Satisfaction-based pricing
Encouraging long-term relationshipsRelationshippricing
Sharing cost savings with customersEfficiencypricing
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Reference pricen A reference price is any price that consumers
use as a basis for comparison in judginganother price
n External reference prices is the normaldisplayed price
n Internal reference prices are those learned overtime by the consumer
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Effect of reference prices(Assimilation)
Advertised price iswithin the
consumers
acceptable pricerange
Price is consideredplausible and
assimilated
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Effect of reference prices(Contrast)
Advertised price isoutside the
consumers range ofacceptable prices
(either higher or lower)
Price will becontrasted and
consideredimplausible and notconsidered a validexternal reference
point
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Dissonance reduction when
encountering unexpected prices
Reduce dissonance by oneof the following:
Seekingconsonantinformation
Obtain furtherinformation from
alternate suppliers orsubstitute products
Changingattitude
Attribute higherprices to high-quality, generalprice increases
Trivialising
Reducing theimportance ofsaving money,good deals, etc
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Tensile and objectiveprice claims
n Tensile price claims involve a range of discounts- Example: save up to 60%, will save 40 to 60%
n Objective price claims provide a single discount- Example: Save 25%
n These price claims, which refer to a range ofmerchandise, are typically more effective than a
claim for a single productn Consumer evaluation is least favourable ads stating
the minimum discount level (save 10% or more)
n Bundle pricing (packaging products together) havea greater impact on perceived value than savings/discounts on individual items alone
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Prospect theory
n Purchase choices are evaluated in two stages:
Where theconsumer worksout the bestvalue alternative
EVALUATION STAGE
Where information issimplified, and wheregains and losses areassigned according to areference point (framing)
EDITING STAGE
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Perceived quality of productsn Consumers often use various informational
cues to judge the quality of a product
Intrinsic cues
Physical characteristicsof the product
Includes size, flavour,colour, aroma
Extrinsic cues
External to the product Includes price, store
image, brand, country-of-origin
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Services are more difficult toevaluate because of their...
Intangibility Variability
Simultaneousproduction andconsumption
Perishability
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SERVQUAL
Providing the service as promisedReliability
Prompt service, willing to helpResponsiveness
Instilling confidence in customersAssurance Caring, understanding, individual
attentionEmpathy
Equipment, facilities, appearanceTangibility
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Figure 5.17: Conceptual model of the
components of transaction satisfaction
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Figure 5.18: Conceptual model of the behaviouraland financial consequences of service quality
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Price/quality relationship
n Some studies suggest that consumers oftenrely on price as an indicator of quality
- Therefore, some marketers deliberately highlight ahigh price to communicate quality
- Discounted products may need to be supported by abrand or other product information to avoidassociation with poor quality
n Other studies highlight that consumers alsorely on well-known brands to indicate quality
- These brands can either be the stores image and/orthe manufacturers image
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Store image is affected by...
Frequencyof price
advantage
Magnitudeof price
advantage
Width ofproduct
assortment
Servicelevels
Physicalappearance
Locations
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Manufacturers image
n Consumers have greater confidence in well-known brands
n Ongoing advertising supports the perception ofhigher quality
n Television advertising, in particular, is veryreassuring to consumers as it associatedwith higher quality (i.e. a more successful firm)
n Pioneer brands (first in product category) alsotend to have favourable images
- Therefore, some large firms will introduce newbrands that have the appearance of small,independent firms
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Types of perceived risks
Functionalrisk
Physical risk Financial risk
Social riskPsychological
riskTime risk
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How consumers handle risk
They seekinformation
They arebrand loyal
They select bybrand image
They rely onstore image
They buy themost
expensivemodel
They seekreassurance