This is a work carried out by all of them under my supervision and guidance.
Custom Search Notes prepared by: A stimulus may be any unit of input to any of these senses. Examples of stimuli include products, packages, brand names, advertisements and commercials. Sensory receptors are the human organs that receive sensory inputs. Their sensory functions are to see, hear, smell, taste and feel.
All of these functions are called into play, either singly or in combinations, in the evaluation and use of most consumer products.
The absolute threshold The lowest level at which an individual can experience a sensation is called the absolute threshold.
The differential threshold The minimal difference that can be detected between two similar stimuli is called the differential threshold or the just noticeable difference. Subliminal perception People are motivated below their level of conscious awareness.
People are also stimulated below their level of conscious awareness; that is, they can perceive stimuli without being consciously aware that they are doing so. Stimuli that are too weak or too brief to be consciously seen or heard may nevertheless be strong enough to be perceived by one or more receptor cells.
Dynamics of perception Human beings are constantly bombarded with stimuli during every minute and every hour of every day. The sensory world is made up of an almost infinite number of discrete sensations that are constantly and subtly changing.
One type of input is physical stimuli from the outside environment; the other type of input is provided by individuals themselves in the form of certain predispositions based on previous experience. The combination of these two very different kinds of inputs produces for each of us a very private, very personal picture of the world.
Perceptional Selection Consumers subconsciously exercise a great deal of selectivity as to which aspects of the environment they perceive. An individual may look at some things, ignore others, and turn away from still others.
In actually, people receive only a small fraction of the stimuli to which they were exposed. Which stimuli get selected depends on two major factors in addition to the nature of the stimulus itself.
And 2 their motives at the time. Ease of these factors can serve to increase or decrease the probability that a stimulus will be perceived. Expectations People usually see what they expect to see, and what they expect to see is usually based on familiarity. Previous experience, or preconditioned set.
In a marketing context, people tend to perceive products and product attributes according to their own expectations. Motives People tend to perceive the things they need or want; the stronger the need the greater the tendency to ignore unrelated stimuli in the environment.
In general, there is heightened awareness of stimuli that are relevant to ones needs and interests and a decreased awareness of stimuli that are irrelevant to those needs. These factors give rise to four important concepts concerning perception.
Selective Exposure Consumers actively seek out messages that they find pleasant or with which they are sympathetic. And they actively avoid painful or threatening ones.
They also selectively expose themselves to advertisements that reassure them of the wisdom of their purchase decisions. Selective attention Consumers exercise a great deal of selectivity in terms of the attention they give to commercial stimuli.
They have a heightened awareness of stimuli that meet their needs or interests and minimal awareness of stimuli irrelevant to their needs. Thus, consumers are likely to note ads for products that would satisfy their needs and disregard those in which they have no interest.
Perceptual Defense Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. Thus, threatening or otherwise damaging stimuli are less likely to be consciously perceived than are neutral stimuli at the same level of exposure.
They do so out of self — protecting because of the visually overwhelming nature of the world in which we live. The popularity of such devices as TiVo and Replay TV, which enable viewers to skip over TV commercials with great ease, is, in part, a result of perceptual blocking.
Perceptual Organization People do not experience a numerous stimuli they select from the environment as separate and discrete sensations rather they tend to organize them into groups and perceive them as unified wholes. Figure and Grounds People have tendency to organize their perceptions into figure and ground relationship.
How a figure- ground pattern is perceived can be influenced by prior pleasant or painful associations with one or the other element in isolation.Jul 03, · Major embarrassments including a service outage in October and the use of BlackBerry Messenger by UK rioters in August could not have helped consumer perception in the US either.
Consumers continually synthesise all the information they have about a company to make a decision about whether the company offers value for the money, in a sense consumer perception is an approximation of reality. Consumer behaviour is based in a social environment, its meaning that consumers should be considered in light of its relations with others.
In the process of purchase, consumers are seeking information about products, available alternatives and then choosing the most suitable option that meets their needs. CONSUMER BEHAVIOUR – 3: PERCEPTION INDUVIDUAL DETERMINATS OF BEHAVIUOR.
INTRODUCTION To understand the buyer and to make a customer out of him is the main purpose of the study of consumer behaviour/5(11). A STUDY ON CONSUMER BUYING BEHAVIOUR OF MOBILE PHONES IN INDIA Synopsis of Introduction Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service.
For consumers, perception is reality. Influencing that perception is the goal of any advertising and marketing plan. Reaching new customers and dealing with risk perceptions are vital to the.