Transcript What are Perceptions?

Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Quiz
Name the 4 “channels” through which values, beliefs and
customs can be acquired.
Explain the process under each of them briefly
4+4+2 bonus points
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Learning and Culture
Beliefs, values and customs are acquired from an early
age through:
Playing
Schooling
Sport
Family / home life
3 distinct forms of learning
Formal learning – Parents teaching a child how to behave
Informal learning – child imitating the behavior of others
Technical learning – Teachers / Lecturers instruct
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Quiz results
Week 3
Week 4
7
6
5
Marks
4
3
2
1
0
0
1
2
3
4
5
# Students
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
6
7
8
9
10
Class results
Papers
Average mark
Week 3
20
3
Week 4
16
2
Average
18
3
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Quiz
Discuss the 3 “personal characteristics” relevant in
Customer behavior and explain why each of them is
important to you as a marketer by use of examples?
3 – Personal characteristics
3 – Explanation
3 – Examples
1 - Bonus point
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Quiz
Age – As a customer age their needs change. Different
age groups grew up with different influence determining
their Purchasing behavior
Gender – Men and woman differ in their consumer
needs. The roles of both sexes have changed over years
and this needs to be taken into consideration
Race / Ethnicity – Is closely linked to culture and the
different needs that this brings along. Race / Ethnicity is
not static and changes over generations
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Perception research
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
1
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
2
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
3
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
4
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
5
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
6
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
7
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
8
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
9
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
10
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
11
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
12
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Customer perception and
learning
Chapter 7
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
What are Perceptions?
Process.
Personal.
Influenced.
Learned.
Changeable
Definition – Process by which people select, organize
and interpret stimuli to the five senses.
It is the way that consumers interpret or give meaning to
the world around them
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Nature of perception
Perception is selective
We attend to and pass on only a small portion of info that we are
exposed to – Perceptual defense.
This means we are not passive recipients of marketing messages
Motives and goals play major role in selection or discarding of
messages – Perceptual vigilance
Use of Questions in ads raises the awareness levels – Maxi door
Consumers are more perceptually vigilant during periods of transition –
Move to new house, birth of child, new jobs.
Technology enables us to “skip the ad”
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Nature of perception
Perception is Subjective
“My perception is my truth”
Perceptions are learned as part of the enculturation process.
They can thus be changed and altered
The subjective nature of perceptions provide a challenge for
marketers
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Nature of perception
Perception is based on Frame’s of reference
Every perception is based on past experiences.
Experiences build a stable cognitive framework
This framework is used to add or take away from sensations
when we give meaning to them
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Perceptual process
Exposure
•The degree to which people notice a stimuli.
Attention
•The extent to which attention is devoted to a particular stimulus.
Interpretation
Memory
•The meaning that people assign to sensory stimuli.
•The recall of that message at a later stage
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Perceptual process - Exposure
The degree to which a person notices a stimuli that is
within range of their sensory receptors.
Most Stimuli that we notice is “self-selected” i.e. we have
mentally tuned out those stimuli that we don’t “need” to
notice
Due to level of Advertising stimuli marketers have to
become more creative to get their messages noticed.
Attention to a message only means that the consumer
have noticed it, not that he will pay any attention to it.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Perceptual process - Attention
The extent to which “processing” activity is devoted to a
particular stimulus
3 Factors determine attention:
Individual
• Internal factors – Personality, Motivation, Previous experience
Stimulus
• External factors – Size, Position, Intensity, Color, Contrast, Motion,
Repetition, Novelty, Familiarity
Situation
• Context in which the stimuli is seen/heard
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Perceptual process - Interpretation
The meaning that people assign to a Stimuli or the
interpretation of the stimuli.
Interpretation tends to happen according to existing
beliefs, attitudes, disposition and previous experiences
Interpretation is selective i.e.. We filter or screen out
certain bits of info:
Misindexing – way customers categorize the message
Distorting – warping of message to fit in with likes, dislikes,
prejudices or attitudes
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Perceptual process - Memory
The recall of the message and its content at a later stage
Factors that affect recall:
Positive sleeper effect – Consumer re-act positive although
unconvinced of message
Boomerang effect – Consumer acts negatively although
convinced of message
Overcrowded file space – Confusion re the message due to high
level of marketing noise in environment
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Perceptions and Marketing
Retail strategy
Regular goods are split.
High margin goods in high traffic areas
Shelf position and space allocations
Point of purchase displays and gondola ends
Signage
Brand image
Perception of product is more important than actual characteristics
Marketers position their products to occupy a niche in customers minds.
Price as a Quality cue.
High price is often perceived as a sign of quality and exclusivity
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Customer learning
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Nature of learning
The whole decision making process is dependant on the
customer “learning” from past experiences
Definition – process by which individuals acquire the
buying and consumption knowledge and experience they
apply to future behavior
Learning is a change in the content of the long term
memory
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Elements of learning
Stimulus
Stimulus – Something that stimulates the
learners interest.
Response
Response – any action, reaction or state of
mind resulting from a particular stimulus
Reinforcement
Reinforcement – satisfaction resulting from
successful behavior that triggers human
memory of how satisfaction was obtained
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Elements of learning - Stimulus
Consumers can be stimulated by:
Physical things such as products, size, colors
Intangible things – Service, quality, satisfaction
Once stimulus is perceived a level of motivation needs to
be present before learning will begin.
A specific reason or goal is normally a visible sign of motivation
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Elements of learning - Response
Without “cues” learning will be unstructured and not in a
direction that marketers would be satisfied with.
Cues in marketing talk is Advertisements.
A specific response to a cue/stimulus may happen a
couple of times before its learnt. That is why we do multi
add campaigns and seldom once off’s
Remember that there are many cues competing fro
attention in your consumers life.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Elements of learning - Reinforcement
Increases the likelihood that a particular response will
occur in the future as a result of specific stimuli or cues.
Two important aspects of reinforcement:
Repetition – to increase reinforcement actions should be
repeated several times.
• Learning a store layout, having good service 3 times in a row, being
impressed with more than one item in a range of clothes.
Participation – I see, and retain 10%, hear, and retain 30%
experience and learn a skill.
• Samples, testers, trial periods
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Theories of learning
Classical conditioning
Pairing of Stimuli and conditioning ala Pavlov’s dogs
Instrumental conditioning
Learning takes place over time and is shaped by rewards and positive
re-enforcement
Cognitive Theory
Iconic rote learning – Making a mental / Intellectual connection between
a familiar and unfamiliar concept
Vicarious learning model – observation and copying of others behaviors
Reasoning – cognitive process in which the consumer engages in
creative problem solving
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Classical conditioning
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Instrumental conditioning
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior