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See all Premium member Presentation Transcript Marketing Stimulus with Consumer Perceptions : Marketing Stimulus with Consumer Perceptions Mowen & Minor Def : procedure that person exposure information , attended information & comprehension the meaning Assael Def : procedure that consumer selected , arrangement & translate all of stimuli presence for understanding Character : 1. consistence with a previous experience 2. consistence with a current consumer’ s belief to the brand 3. Not complexity 4. Truthful 5. Relate with a current consumer’ s needs or wants 6. Less fears and worried too much Slide 2: Perception process Exposure Attention Comprehension Conclude : Process that person selected , arrangement and translate the entrance stimuli through sense bypass knowledge and experience Slide 3: Characteristic of Consumer ‘s Perception Information processing Exposure Attention Interpretation Memory Purchase & consumption decision Slide 4: Marketing stimuli and Perception impact 1. marketing stimuli 2. environmental stimuli Marketing stimuli Def : physiological stimuli in communications forms for impacting toward the consumer 1. Primary or Intrinsic stimuli : product and product component ex; packaging , core product & others 2. Secondary or extrinsic stimuli : communications stimuli through media in many forms for influencing with consumer bypass the presentation in verbal , image , symbol , price , place and sales force Slide 5: Stimuli and Perception influencing 1. Sensory elements 1.1 Color : warm colors feel active , cool colors feel relax 1.2 Taste : international food & culture “flavor houses” take care consumer 1.3 Smell : stimuli emotion (cosmetics) 1.4 Sound : hearing , music build brand awareness , music stimulate working , absenteeism 1.5 Feel : physiological & emotional effects , positive feelings Slide 6: 2. Structural elements (print advertising) 2.1 Size : Ads. bigger than 2.2 Position : 10 pages , upper than 2.3 Contrast : whitening attractiveness 2.4 Novelty : Consumer Perception Characteristics 1. Stimulus discrimination 1.1 Threshold levels : sensory discrimination , expertise 1.2 Just-noticeable difference : j.n.d. : absolute threshold : lowest level for lookingterminal threshold : highest level for lookingdifferential threshold : center point 1.3 Weber ’s law : degree of change , psychophysiologist studying relation between mental & physical phenomenon Slide 7: (if adding initial stimulus more , changing for stimulating to differ observation more too) S : initial stimulus s : the smallest change ; j.n.d. K : constant of proportionality s = K*S Remark : 1. K stimulus vary to feature of stimuli : weigh , color , size 2. Not acceptance to all person (individual differ) , no good near threshold 1.4 Subliminal perception : subliminal Ads. , ethical questions 1.5 Adaptation level Def : consumer feel boring in same thing all time Slide 8: 2.Stimulus generalization : occur when impacted 2 things that same as , respond one thing trended to use with other thing , consumer don’t evaluate each brand (brand loyalty) hypothesis : accepted with previous experience , don’t wasted time to decision making Perception Process 1. Perceptual selection 2. Perceptual organization 3. Perceptual interpretation Perceptual selection exposure attention Perceptual organization arrangement Perceptual interpretation inferences Slide 9: Perceptual selection Procedure : 1. Exposure : consumer ’s sense that stimulus makes feeling ; visual , hearing , listening , smelling involved “zipping” or “channel surfing” solving : campaigned in multi channel for slow down boycott or road blocking 2. Attention : consumer ‘s contribution in many things into specific stimulus , mental activity solving : structural factors ; bigger than , Ads. position , creativity Ads. , creak image , : sensory factors ; jingle , endorsement , lovely smell 3. selective perception : consumer choose some things basis of wants , attitude , experience , personality solving : high – low involvement purchase brand evaluation consistency with previous belief & attitude Slide 10: Perceptual organization Def : arranges information from many source mixes together , order , exacted meaning for right behavioral response Basic : Integration : an organized whole (Gestalt psychology : the whole thing is greater than the sum of the parts) Gestalt means total configuration or whole pattern Slide 11: Procedure 1.principle of closure : consumer have trended perceptual incomplete image to complete image ; fill in the blank 2.principle of grouping : consumer have trended perceptual series information more than segment information (chunking or grouping information) 2.1 proximity : close up between things 2.2 similarity : series of things , product lines 2.3 continuity : follow up 3.principle of context : consumer have trended perceptual context component object , present dominance point , media context(figure ground principle : foreground and background) Slide 12: Perceptual interpretation Def : consumer stimulus comprehension process , used previous knowledge & experience memoral Methods 1. Perceptual categorization : classify info by causal for distills info that rapidly percepted 2. Perceptual inferences : improved stimulus relationship , word of mouth You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Consumer Behavior ch5 toro Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: Embed: Flash iPad Copy Does not support media & animations WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 4263 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: June 30, 2008 This Presentation is Public Favorites: 2 Presentation Description No description available. Comments Posting comment... By: Ayushi2 (41 month(s) ago) Plz send this presentation to me at deepak.vyavahare @tvsmotor.co.in Saving..... Post Reply Close Saving..... Edit Comment Close By: APOORV12345 (43 month(s) ago) plz email me this ppt i need it i have my exam after a week for this subject.. my email id is apoorvgoel@rocketmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: munna1243 (43 month(s) ago) plese mail this to me i has my paper tommorow. pcchadha@gmail.com Saving..... Post Reply Close Saving..... Edit Comment Close By: rajnendra (45 month(s) ago) hw i downloaf dis Saving..... Post Reply Close Saving..... Edit Comment Close By: rajnendra (45 month(s) ago) nice one Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Marketing Stimulus with Consumer Perceptions : Marketing Stimulus with Consumer Perceptions Mowen & Minor Def : procedure that person exposure information , attended information & comprehension the meaning Assael Def : procedure that consumer selected , arrangement & translate all of stimuli presence for understanding Character : 1. consistence with a previous experience 2. consistence with a current consumer’ s belief to the brand 3. Not complexity 4. Truthful 5. Relate with a current consumer’ s needs or wants 6. Less fears and worried too much Slide 2: Perception process Exposure Attention Comprehension Conclude : Process that person selected , arrangement and translate the entrance stimuli through sense bypass knowledge and experience Slide 3: Characteristic of Consumer ‘s Perception Information processing Exposure Attention Interpretation Memory Purchase & consumption decision Slide 4: Marketing stimuli and Perception impact 1. marketing stimuli 2. environmental stimuli Marketing stimuli Def : physiological stimuli in communications forms for impacting toward the consumer 1. Primary or Intrinsic stimuli : product and product component ex; packaging , core product & others 2. Secondary or extrinsic stimuli : communications stimuli through media in many forms for influencing with consumer bypass the presentation in verbal , image , symbol , price , place and sales force Slide 5: Stimuli and Perception influencing 1. Sensory elements 1.1 Color : warm colors feel active , cool colors feel relax 1.2 Taste : international food & culture “flavor houses” take care consumer 1.3 Smell : stimuli emotion (cosmetics) 1.4 Sound : hearing , music build brand awareness , music stimulate working , absenteeism 1.5 Feel : physiological & emotional effects , positive feelings Slide 6: 2. Structural elements (print advertising) 2.1 Size : Ads. bigger than 2.2 Position : 10 pages , upper than 2.3 Contrast : whitening attractiveness 2.4 Novelty : Consumer Perception Characteristics 1. Stimulus discrimination 1.1 Threshold levels : sensory discrimination , expertise 1.2 Just-noticeable difference : j.n.d. : absolute threshold : lowest level for lookingterminal threshold : highest level for lookingdifferential threshold : center point 1.3 Weber ’s law : degree of change , psychophysiologist studying relation between mental & physical phenomenon Slide 7: (if adding initial stimulus more , changing for stimulating to differ observation more too) S : initial stimulus s : the smallest change ; j.n.d. K : constant of proportionality s = K*S Remark : 1. K stimulus vary to feature of stimuli : weigh , color , size 2. Not acceptance to all person (individual differ) , no good near threshold 1.4 Subliminal perception : subliminal Ads. , ethical questions 1.5 Adaptation level Def : consumer feel boring in same thing all time Slide 8: 2.Stimulus generalization : occur when impacted 2 things that same as , respond one thing trended to use with other thing , consumer don’t evaluate each brand (brand loyalty) hypothesis : accepted with previous experience , don’t wasted time to decision making Perception Process 1. Perceptual selection 2. Perceptual organization 3. Perceptual interpretation Perceptual selection exposure attention Perceptual organization arrangement Perceptual interpretation inferences Slide 9: Perceptual selection Procedure : 1. Exposure : consumer ’s sense that stimulus makes feeling ; visual , hearing , listening , smelling involved “zipping” or “channel surfing” solving : campaigned in multi channel for slow down boycott or road blocking 2. Attention : consumer ‘s contribution in many things into specific stimulus , mental activity solving : structural factors ; bigger than , Ads. position , creativity Ads. , creak image , : sensory factors ; jingle , endorsement , lovely smell 3. selective perception : consumer choose some things basis of wants , attitude , experience , personality solving : high – low involvement purchase brand evaluation consistency with previous belief & attitude Slide 10: Perceptual organization Def : arranges information from many source mixes together , order , exacted meaning for right behavioral response Basic : Integration : an organized whole (Gestalt psychology : the whole thing is greater than the sum of the parts) Gestalt means total configuration or whole pattern Slide 11: Procedure 1.principle of closure : consumer have trended perceptual incomplete image to complete image ; fill in the blank 2.principle of grouping : consumer have trended perceptual series information more than segment information (chunking or grouping information) 2.1 proximity : close up between things 2.2 similarity : series of things , product lines 2.3 continuity : follow up 3.principle of context : consumer have trended perceptual context component object , present dominance point , media context(figure ground principle : foreground and background) Slide 12: Perceptual interpretation Def : consumer stimulus comprehension process , used previous knowledge & experience memoral Methods 1. Perceptual categorization : classify info by causal for distills info that rapidly percepted 2. Perceptual inferences : improved stimulus relationship , word of mouth