Professional Documents
Culture Documents
Presentation Agenda
Information Acquisition Perceptual Coding Marketing Implications Stage Model
Consumer use this information for: 1. Receive information 2. Organize information 3. Attach meaning to the information 4. Storing information 5. Retrieving information
Executive System
Acquisition STIMULI
Perceptual Coding
Integration
Outcomes
Memory
Information Acquisition
It is the set of activities of means by which consumers are exposed to various environmental stimuli and begin to process them
Information acquired from internal search is sufficient for consumers needs A decision can be made without seeking any external information External information search depends on 1. Market conditions example: price and feature of different brands 2. Situational factors example: crowd of store, urgency of need 3. Buying strategies that customers adopt
example:
level
of
involvement
and
self
Passive Reception
Consumers confront and acquire information in the process of living their daily lives It occurs when consumer acquires information which they are actually not seeking
Zapping: avoiding commercials by switching to other channels with the help of remote control
Zipping: When commercials are fast forwarded with the help of remote control, thus picture becomes distorted with no noise
Awareness Threshold
A stimuli can be either too small or so great that it escapes awareness
Sensation
Absolute Threshold (20 cycles per second) Minimum value of a stimulus capable of being consciously noticed Terminal Threshold (20,000 cycles per second) Maximum value of a stimulus capable of being consciously noticed
Differential Threshold
It is the smallest detectable difference between two values of the same stimulus Consumers threshold exists when consumer notices that the stimulus has changed Difference between this value and starting value is often referred to as the just noticeable difference
10
Webers Law
Consumers differ in their ability to detect differences between stimulus values and this varies with conditions Stimulus change needed to reach the differential threshold is a constant proportion of the starting stimulus value.
11 Voluntary
Attention
Stimuli is deliberately focused on because of their relevance to task in hand.
Consumers motives, knowledge and expectations information will be served as a guide to selective attention
Involuntary
about
It occurs when consumer confronts unexpected stimuli that seem interesting or distinctive even though it is unrelated to current goal or activity Example: Funny Advertisement Percentage of involuntary attention is more than voluntary attention
12
Characteristics of attention
Consumers can only attend to only limited number of items at one time Example: Five to seven chunks of information Many stimuli require attention and those known to consumers do not need attention
13
Selective attention
Stimulus factors Characteristics of stimuli attract attention such as emotion arousing properties, physically intense values and surprising characteristics Color Contrast Size and position Humour
14
Individual factors
Attention span Keep the message simple Adaptation Fresh advertising approaches and offer new and improved products Perceptual Vigilance Consumers pay more attention to marketing stimuli relevant to aroused states example: comparative advertising is more attractive Perceptual Defense Decreasing the awareness of threating stimuli
15
Perceptual encoding
Process of assigning mental symbols to sensations Factors influencing the encoding of stimuli 1. Individuals ability to process the sensation 2. Motivation to process the sensation 3. Opportunity to process the sensation
16
17
Categorization process is when a consumer categorizes similar stimuli Consumers perceive degrees of match between any stimuli and a category in which it should be assigned.
Typicality: More a given stimulus is perceived to be typical of a given category, the greater the likelihood that it will be assigned to that category
Depth of processing is the degree of effort consumer spends in developing meaning out of stimuli
18
Influences on encoding
Feature Analysis Activities Feature analysis involves mentally arranging sensations into a coherent pattern called as gestalt Figure ground Either the figure appears to stand out as being in front of the more distant background Figure is perceived o have form and to be more substantial than the ground
19
Proximity
In organization process, items close to each other in time or space tend to be perceived as being related while separated items are viewed as different Example: soft drinks: fun
Similarity
20
Consumers attitudes are thought of as predispositions to understand and respond to objects and events in consistent ways
Adaptation levels
21
Marketing Implications
Product Factors Consumers directly evaluate physical product attributes called as intrinsic cues such as shape, size of ingredients
Consumers product perceptions are likely to be influenced by extrinsic cues when product is complex
Certain extrinsic cues are more likely than others to be selected for use in judging products
The way in which extrinsic cues are encoded can strongly influence consumer product evaluations
All extrinsic cues are not encodable by consumers These help consumers in developing additional interpretations of the product
22
Price Considerations
Psychological pricing Consumer demand is greater at certain prices and this demand decreases at prices above and below these points Price and product quality Consumer tend to use price as an indicator of the quality or the satisfaction potential of the product Reference prices are not constant but changes with marketing experiences Buyers appear to develop a range of acceptable prices around the standard or reference prices
23
The way consumers perceive a company change influence their reactions to its offerings
Perception of store image is derived not only from functional attributes of price, convenience and merchandise but also from the influence of variables such as architecture, interior design, etc.
24
Advertising issues
Sex in advertising Main purpose is to attract customers attention to the advertisement Consumers predisposition towards sexual themes determine their reaction to the ad Reaction is negative when the member of same sex is used as nude model Sexual theme is acceptable for some products (perfumes, deodrant)
25
Subliminal advertising Subliminal messages are those that are transmitted so subtly that the receiver is not consciously aware of receiving them . They are below the threshold limit
26
27
THANK YOU