• TWO PERSONS ONE STIMULI DIFFERENT REACTIONS AND COMPREHENSION.

EXAMPLE: 50 % OFF ON PETER ENGLAND SHIRTS.

ONE SAYS VERY GOOD: OTHER SAY COMPANY IS SELLING OUTDATED AND OLD STOCKONE SAYS VERY GOOD: OTHER SAY COMPANY IS SELLING OUTDATED AND OLD STOCK

• DEFINE AS: the process by which an indvidual selects, organizes and interpret stimuli into meaningful and coherent picture of the world.

• 2 different people can have different perception for same stimuli.– > so as per needs , values and expectations.

• Its keep on changing.– Example : Recognise at first sight from this

picture.

• Some say– A girl– A flower– 2 girls– 4 girls– Bunch of flower– Nothing– I have not seen it properly

INDIVIDUAL RECOGNISE THE STIMULI AS PER HIS PERSONAL NEEDS,EXPECTATION, EXPERIENCES:

INDIVIDUAL RECOGNISE THE STIMULI AS PER HIS PERSONAL NEEDS,EXPECTATION, EXPERIENCES:

1000 OF STIMULI EVERY DAY,HOUR ,SECOND BUT YOU CONCENTRATE ON

ONLY FEW : WHY SO

• SO 3 ASPECTS OF PERCEPTION:

• 1– SELECTION• DEPENDS UPON;

– 1.CONSUMER`S PREVIOUS EXPERIENCE– THEIR MOTIVES AT THE TIME

LIST DOWN THE THINGS WHICH COMES IN WAY WHEN YOU ARE IN BIG BAZZAR.LIST DOWN THE THINGS WHICH COMES IN WAY WHEN YOU ARE IN BIG BAZZAR.

• 2–ORGANIZATION

INDIVIDUAL PERCEIVE A SMALL STIMULI TO BE FUNCTION OF WHOLE.

PICTURE OF OLD/YOUNG LADY TOGETHER: SO YOUR PERCEPTION AND HOW YOU PERCEIVED GROUND: SEE FIGURE AT PAGE 185 (schiffman book)

3 BASIC PRINCIPLES OF ORGANIZATION: 1. FIGURE AND GROUND, 2. GROUPING, 3. CLOSURE3 BASIC PRINCIPLES OF ORGANIZATION: 1. FIGURE AND GROUND, 2. GROUPING, 3. CLOSURE

• FIGURE AND GROUND: Stimuli that contrast with their environment are more likely to be notice.

• Grouping: individual tend to group stimuli so that they form a unified picture or impression.

• Closure: need for closure: by organizing their perception so that they form a complete picture.

3.INTERPRETATION OF STIMULI

3.1 First IMPRESSION :– SHAMPOOS USE THIS “ You`ll never have a

second chance to make a first impression”.3.2 JUMPING TO CONCLUSION:-- You hear the beginning and on this you form your

conclusion. Example: big packing Vs round packing. Or small

name dish Vs long name dish.

3.3 HALO EFFECT:

3.INTERPRETATION OF STIMULI

EVALUATION OF A SINGLE OBJECT or PEOPLE IS BASED ON JUST ONE or FEW DIMENSIONS.EVALUATION OF A SINGLE OBJECT or PEOPLE IS BASED ON JUST ONE or FEW DIMENSIONS.

EXAMPLE: MAN IS TRUSTWORTHY, FINE AND NOBLE BECAUSE HE LOOKS YOU IN THE EYE WHEN HE SPEAKS.

CONSUMER PERCEIVED IMAGES ABOUT FOLLOWING AFFECT HIS/HER C.BEHAVIOUR

• HIS PERCEPTION ABOUT:– PRODUCT– BRAND– SERVICES– PRICES– PRODUCT QUALITY– RETAIL STORES– MANUFACTURES

PERCEPTION OF RISK• THIS VARIES AS PER PERSON, PRODUCT, SITUATION AND CULTURE.

ETHICS AND CONSUMER PERCEPTION

• NOT MANIPULATE CONSUMER PERCEPTION BUT USE EFFECTIVELY THE POSITIONING STRATEGIES.– BRANDED ENTERTAINMENT(PRODUCT PART OF

SHOW)– JUST NOTICIBLE DIFFERENCE( GOES UN NOTICED)– MANIPULATE BY USING PHYSICAL SETTING.– YOU SHOW YOUR PRODUCT PRICE AFTER

SHOWING OTHER PRODUCT PRICE WHICH ARE VERY HIGH. EXAMPLE ART PRINT $200.