Field study on perception

A REPORT

ON

Field study on Perception

SUBMITTED BY

Lav Kumar (12397042)

Mahendar S.D. (12397045)

Mahesh Sherkhane (12397046)

Mayank Kumar (12397050)

Nanda Kumar (12397054)

UNDER GUIDANCE OF

Dr. K. Lavanyalatha

DEPARTMENT OF MANAGEMENT STUDIES

PONDICHERRY UNIVERSITY, PONDICHERRY – 605 014

2Field study on Perception

Content

Sr. No. Content Page No.

1 Introduction

2 Need for study

3 Data analysis and interpretation

3.1 Questionnaire sample

3.2 Public Response

3.3


Field study on Perception

1. Introduction

The process of perception begins with an object in the real world, termed the distal

stimulus or distal object. By means of light, sound or another physical process, the object

stimulates the body's sensory organs. These sensory organs transform the input energy into

neural activity—a process called transduction. This raw pattern of neural activity is called the

proximal stimulus. These neural signals are transmitted to the brain and processed. The

resulting mental recreation of the distal stimulus is the percept. Perception is sometimes

described as the process of constructing mental representations of distal stimuli using the

information available in proximal stimuli.

An example would be a person looking at a shoe. The shoe itself is the distal stimulus.

When light from the shoe enters a person's eye and stimulates their retina, that stimulation is

the proximal stimulus. The image of the shoe reconstructed by the brain of the person is the

percept. Another example would be a telephone ringing. The ringing of the telephone is the

distal stimulus. The sound stimulating a person's auditory receptors is the proximal stimulus,

and the brain's interpretation of this as the ringing of a telephone is the percept. The different

kinds of sensation such as warmth, sound, and taste are called "sensory modalities".

Psychologist Jerome Bruner has developed a model of perception. According to him

people go through the following process to form opinions.

1. When a perceiver encounters an unfamiliar target we are opened different

informational cues and want to learn more about the target.

2. In the second step we try to collect more information about the target. Gradually, we

encounter some familiar cues which help us categorize the target.

3. At this stage the cues become less open and selective. We try to search for more cues

that confirm the categorization of the target. At this stage we also actively ignore and

even distort cues that violate our initial perceptions. Our perception becomes more

selective and we finally paint a consistent picture of the target.


Stimuli are not necessarily translated into a percept and rarely does a single stimulus

translate into a percept.


2. Need for study

Perception is the basis for our ability to navigate and interact with the world around

us, because of this it is important to understand how perception works within the body and

brain. We need to be able to sense and perceive smells, tastes, sights, and sounds in order to

survive in the world. For example, when we touch a hot stove the stove is doing damage to

our body . If we did not have the ability to feel the "burning sensation" associated with being

burnt by the hot stove, how would we know when damage was being done. Really, we

wouldn't know not to touch it. We wouldn't be able to associate the stove with the unpleasant

burn, and more importantly, we wouldn't be able to associate the hot stove or burn with other

threatening hot surfaces or occurrences. For obvious reasons this poses a huge risk to our

livelihood. Instead we have a comprehensive and intricate system of sensory nerves that

communicate with the brain, the organ which can then assign meaning to the world around

us.

Another example is our ability to sense danger through smell. When we smell smoke,

we know there is something wrong. Additionally, when we feel pain in our bodies (stomach

aches, organ pain, muscle pain, etc) we know that we need to do something to remedy it.

Along the lines of medicine, our ability to sense pain in our bodies allows doctors to diagnose

and treat illnesses that might otherwise be life-threatening. As Anthony Greene notes,

perception is our only means of connection to the world outside our bodies. Without

perception to guide us, we would have no knowledge or experience. Furthermore, our sensory

systems allow us to identify nourishment and differentiate it from poisonous or distasteful

food items.

Along similar lines as the previous examples of protection of the self is the fact that

sensation and perception aids in maintaining homeostasis. For example, when it is cold

outside the body needs to adjust for the temperature change. Just as we wear coats and other

warm articles of clothing to deal with cold weather, the sensors in the skin also send signals

to the brain to adjust internal body temperature. The body's ability to adjust to different

temperatures allows us to live in many different environments from the tropics to the arctic.

Similarly, the ability to adjust temperature allows the body to fight foreign invaders.


Furthermore, the study of perception allows us to understand the systems by which we

organize our world. The way in which we mentally organize our world also allows us to

modify current thoughts, beliefs; allows us to organize new information by creating

associations between old and new information. For example, certain pictures represent words;

remind us of formulas, names, feelings, etc.

Aside from understanding mental organization, we're also better able to understand

how individuals perceive the world. This is because perception affects the way that people

come to view themselves, those around them, and the environment around them


3. Data analysis and interpretation

Companies build brands to improve the image of their products among the public.

Various strategies like improving the quality, increasing distribution, communication and

advertising through integrated market communications, sales promotions, etc. Brand

perception questionnaire helps to understand the perception of different brands among the

minds of customers.

A). Brand Perception Questionnaire Sample

Q1. Do you buy only branded products?

a) Yes always

b) Never

Q2. Are you a loyal customer for the products you buy?

a) Yes always. I stick to the same products.

b) Never. I keep experimenting with new products.

Q3. Are you a price sensitive consumer?

a) Yes

b) No

Q4. Will you stick to the same product if their price is increased (and you are a loyal customer to the product)?

a) Yes, irrespective of the price increase

b) No. I may look for different products


Q5. Which of the following, according to you, help build a good brand image?

a) Quality

b) Competitive pricing

Q6. Are popular celebrities good brand ambassadors and is investing in them a good strategy?

a) Yes

b) No

Q7. Do you use products because they are most available?

a) Yes

b) No

Q8. If there is scarcity of branded quality product in the market, then you are willing to buy that product by paying more than MRP?

a) Yes

b) No

Q9. While purchasing branded product, you take the suggestion from other person along with you during purchasing?

a) Yes

b) No


Q10.Do you think about the warranty and guarantee before purchasing branded product?

a) Yes

b) No

Q11. You purchase branded product because they provide good service after purchasing the product?

a) Yes

b) No

Q12. You give preference for purchasing branded product…..

a) By online shopping

b) By shop


B.) Public Response on Brand Perception

Response No.

Q.1 Q.2 Q.3

Q.4 Q.5 Q.6 Q.7 Q.8 Q.9 Q.10 Q.11 Q.12

1 b a a a a b a b b b a b2 b a a a a b a a b b a b3 b a a a a a b b a a a b4 b b b a a b b b b b b a5 b a a a b b a a a b a b6 a a a b a a b b a b a b7 b a a a a a a b a a a a8 a a a a a b a b a b a a9 b a a a a b b a a b a b10 b a b a b b b b b a b b11 b b a b b b a a a b a b12 b a a a a a a b b b a a13 a b b b a b b b b b a a14 b a a a a a a a a b a b15 b a a b a b a a a b a b16 a a a a a b a b b b a b17 a a a a a b b a a b a b18 b b a a a a a b a b b a19 b b a a a b a b b a a b20 b a a a a a b a b b a b21 b a b b a b a b a b a a22 b a b b a b a a a b a b23 b a a a a b b b b b a b24 a a a b a a a a a b a b25 a a a a a a b b b a a a26 b a a a a b b b b b a b27 b a a b a b a b a b a b28 a b a a a b a b a b a b29 b a a b b a a a b a a b30 b a a a a b a b a b a b31 a a a a a b b b a b a b32 b a a b a a b a b b a b33 b a a a a a a b a b b b34 b a a a a a a b b a a b35 b b a a a b a b a b a a36 b a a b a b b b b b a a37 b a a b b b b a a b a b38 a a a b b b a a a b a b39 b a a b a a a a b a a b40 b a a a a b b b a b a b41 b b a a a b a a a b a b42 b a a a a b b b b a a b


43 b b a a a b b b a b a b44 a b b b a b b b a b b b45 a a a b b a b a a b a b46 b a a b a b a b a b a a47 b b a b a b a b b b a b48 b a a a a b b a b b a b49 a a a a a b b b b b a b50 b a a b a a b b a b a a


C.) Graphical Presentation of Response

a; 13

b; 37

Que.1

a; 39

b; 11

Que.2

a; 44

b; 6

Que.3

a; 31

b; 19

Que.4

a; 43

b; 7

Que.5

a; 16

b; 34

Que.6


a; 27

b; 23

Que.7

a; 18

b; 32

Que.8

a; 29

b; 21

Que.9

a; 9

b; 41

Que.10

a; 45

b; 5

Que.11

a; 38

b; 12

Que.12


4. Conclusion

Field study on perception

Technology

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