Schiffman 4e Ch05 Print

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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