Download - Differential Threshold
Differential Threshold
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Perception
• Perception is defined as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world.
• Three steps: • 1) exposure • 2) attention• 3) interpretation
Sensation
• Sensation –is the direct response of the sensory organ to stimuli
• Stimuli is any unit of input to any of the sence• Eg of stimuli –Product, packages , Brand
names advertisement and commercials
Elements of Perception
Awareness ThresholdAbsolute threshold-Minimum value of stimulus
being consciously noticedTerminal threshold-Maximum value of stimulus
capable of being consciously noticedDifferential threshold- The smallest detectable
difference between a starting and secondary level of a particular sensory stimulus.
Differential threshold
• Defines as sensitivity as the smallest detectable difference between two value of same stimulus.
• Coca cola company -consumer could detect difference between the sweetness between two different sugar concentration
• Difference between this value and starting value is known as just noticeable difference
• Also known as just noticeable difference or difference limen
Weber’s law
• Stimulus change needed to reach the differential threshold is a constant proportion of the starting stimulus value and expressed as-
Application of Weber's law
• To predict how consumers respond the difference between marketing variable or change in these variable.
• To hold the prices constant in time of changing cost is to change the size or amount of product slightly
• Brand competition• Pricing decisions
Marketing applications
• Negative changesReduction in the product size or quality or
quantityIncrease in the product price• Product improvementsImproved or updated packagingLarger size Lower price
Sensory Tests
• Studies conducted to classify a product's sensory attributes
• identify factors that can influence consumer acceptance.
• Tests- product characteristics refer to attributes such as appearance, aroma, flavor and texture.
• Study participants describe their perceptions and use a scale to rate the degree to which a characteristic is present in a product.
Conti…
• Tests conducted -if one product differs from another or the degree to which products differ.
• Tests- if a particular characteristic is present in a product and the degree to which its present.
• Differential threshold tests determine if two samples differ perceptually.
• As a result, the tests are used by food manufacturers in relation to ingredient substitutions
Various Parameters-examples
• Price- Pepsi co reduced wt of one snack from14.5 ounce to 13.5 ounce with maintained price of $3.29 Quality-milk
• Quantity-Manufacturer of haggis diaper reduced no of diaper from 240 to 228 with same price of $32
• Time- telephone service…call rate…Vodafone rate depend on discount
• Symbol-Betty crocker ,General mills ,coca cola has updated since time to time
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