A presentation on

PERCEPTION

By : KUSHAL J RAJDEV

DEFINATION:

“It is a process by which an individual selects, organizes and interprets the data to create a meaningful picture of the world.”

Perception is different from person to person this is because of 3 perceptual process:

1. Selective attention

2. Selective distortion

3. Selective retention

1. Selective attention:

Consumers selects only a few products because of their attractiveness or colourfulness.

The advertisement of Dairymilk, Pepsi, Asian Paints, Surf Excel, Vodafone.

Marketers have to work hard to attract consumer attention, attractive advertisement should be designed to catch the consumer attention.

• It describes the tendency of people to twist information into personal meanings.

• Eg.: the punch line of captain cooks advertisement is wrongly interpreted by the customers -- “hum me hai vahi jo apke manpasand namak me nahi” is misinterpreted as why should I buy that salt which is not my favorite.

2. Selective distortion:

• People will forget many info and messages that retain info. That supports their attitude & belief.

• E.g. we always remember some punch lines and advertisement

1. Pepsi - “oye bubli”2. Coca cola - “thanda matlab coca cola”3. Melody - “melody khav to khud jan jaav.”

3. Selective retention:

External and internal factors influencing PERCEPTION

PERCEPTION

EXTERNAL FACTORS INTERNAL FACTORS

INTENSIY & SIZE

POSITION

CONTRAST

NOVELTY

REPETITION

MOVEMENT

SELECTIVE ATTENTION

SELECTIVE EXPOSURE

EXPECTATION

SUBLIMINAL

PERCEPTION

SELECTIVE RETENTION

PERCEPTUAL VIGILANCE

THE PERCEPTUAL PROCESS

PERCEPTUAL INPUTS/ STIMULI

PERCEPTUAL MECHANISMS

Received => Selection => Organization => Interpretation

PERCEPTUAL OUTPUTS

BEHAVIOR ORACTION

THE PERCEPTUAL PROCESSPERCEPTUAL INPUTS:The first process in the perceptual process is the presence of stimuli like people, objects, events, information etc.. Through the presence of stimulus is necessary for perception, it is not the actual process of perception. Nevertheless the perception process cannot start in the absence of stimuli.

PERCEPTUAL MECHANISM:The actual perception process starts with the receipt of information, or data( of stimuli)from various sources. The receipt of stimuli is a psychological aspects of the perception process.The mechanism consists of four phases: received, selection, organization and interpretation.

THE PERCEPTUAL PROCESS( cont.. )

Organization:People do not experience all the stimuli selected by them as separate and discrete sensations. They rather, organize this stimuli into groups and perceive them as unified wholes. This method of perceptual organization enables individuals to view life in a simplified manner.

Selection:Selectivity is consciously recognising only certain aspects of the environment as stimuli. So when they are bombarded with various stimuli, they will be selective in the perception process.

THE PERCEPTUAL PROCESS( cont.. )

Interpretation:People have tendency to interpret the meaning of what they have selectively perceived and organized on the basis of their own assumptions about the stimuli. The interpretation of the stimuli will be dependent on what the individual expects to see in the light of the of his previous experience, intution data received, motives and interest at the time of perception.

PERCEPTUAL OUTPUTS OR BEHAVIOR & ACTION:

The perceptual output will be the behavior or actions of the individual i.e. the resultant opinions, feelings attitude etc.