Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Perception
Pertemuan 11
BACKGROUND
Our perception is an approximation of reality. Our brain
attempts to make sense out of the stimuli to which we
are exposed. This works well, for example, when we
"see" a friend three hundred feet away at his or her
correct height; however, our perception is sometimes
"off"—for example, certain shapes of ice cream
containers look like they contain more than rectangular
ones with the same volume.
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Scoping….
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The nature of perception
Exposure
Attention
Interpretation
The marketing application of the perception process
Concept
Perception is the critical activity that links the individual consumer to
group, situation and marketer influences
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The nature of perception
• Information processing : is a aseries of activities by which stimuli
are transformed into information and stored
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EXPOSURE
• Exposure involves the extent to which we encounter a
stimulus. For example, we are exposed to numerous
commercial messages while driving on the freeway:
bill boards, radio advertisements, bumper-stickers on
cars, and signs and banners placed at shopping malls
that we pass.
• Exposure occurs when a stimulus such as a billlboard
comes within range of a person sensory receptor
nerves – the optic nerve in the case of vision
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Exposure is not enough to significantly impact
the individual—at least not based on a single
trial (certain advertisements, or commercial
exposures such as the "Swoosh" logo, are
based on extensive repetition rather than
much conscious attention).
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ATTENTION
• Attention is needed. Attention is actually a matter of
degree—our attention may be quite high when we read
directions for getting an income tax refund, but low
when commercials come on during a television
program
• Occurs when the receptor nerves pass the sensation
on the brain for processing
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STIMULUS FACTORS
Are physichal charasteristics of the stimulus it self. A number of
stimulus charasterictics tend to attractour attention independently
of our individual charasteristic
Stimulus Factors :
– Size and intensity
– Colour and movement
– Position
– Isolation
– Format
– Compressed messages
– Information quantity
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• Individual factors
– Individual factors
• Situtational Factors
– Situtation factors
– Contrast
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INDIVIDUAL CHARASTERISTICS
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Learning
Expectations
Situational charasteristics
Stimulus charasteristics
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PEPRCEPTION AND MARKETING STRATEGY
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Retail Strategy
Bran name and logo development
Media Strategy
Advertisement and package design
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