consumer-and-buyer-behavior

Perception ,[object Object],[object Object]

Elements of Perception ,[object Object],[object Object],[object Object],[object Object]

Sensation The immediate and direct response of the sensory organs to stimuli. A perfectly unchanging environment provides little to no sensation at all!

Weber’s Law (Differential Threshold) A theory concerning the perceived differentiation between similar stimuli of varying intensities (i.e., the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different).

Marketing Applications of the JND ,[object Object],[object Object],[object Object]

Figure 6.2 Betty Crocker Changes Fall Below the J.N.D .

Figure 6.3 Gradual Changes in Brand Name Fall Below the J.N.D .

Subliminal Perception Perception of very weak or rapid stimuli received below the level of conscious awareness.

Is Subliminal Persuasion Effective? ,[object Object],[object Object]

Aspects of Perception Selection Organization Interpretation

Perceptual Selection ,[object Object],[object Object],[object Object]

Concepts Concerning Selective Perception ,[object Object],[object Object],[object Object],[object Object],Gestalt Psychology

Concepts Concerning Selective Perception ,[object Object],[object Object]

Concepts Concerning Selective Perception ,[object Object],[object Object],[object Object]

Influences of Perceptual Distortion ,[object Object],[object Object],[object Object],[object Object],[object Object]

Issues In Consumer Imagery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Positioning Establishing a specific image for a brand in relation to competing brands.

Pricing Strategies Focused on Perceived Value ,[object Object],[object Object],[object Object]

Issues in Perceived Price ,[object Object],[object Object],[object Object],[object Object],20% to 70% Off! Was $199 Now $99 Sale!

Acquisition-Transaction Utility ,[object Object],[object Object],[object Object],[object Object]

Tensile and Objective Price Claims ,[object Object],[object Object],Save 10% or more Save upto 50%

Perceived Quality ,[object Object],[object Object],[object Object],[object Object]

Characteristics of Services ,[object Object],[object Object],[object Object],[object Object]

Table 6.3 SERVQUAL Dimensions for Measuring Service Quality ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Price/Quality Relationship The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product).

Perceived Risk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision.

How Consumers Handle Risk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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