Matakuliah : O0362 – Perilaku Konsumen
Tahun : Genap 2009/2010
Perception
Pertemuan 03
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
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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
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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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