Consumer Perception

Group 9

Saniya Kambli PM2123-E313

Sarvesh Mundhada PM2123-E327
Tanmay Jain PM2123-E312
Sheetal Bhat PM2123-E292
Juhi Arora PF2123-E333

Submitted to- Baisakhi Mitra

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 INTRODUCTION

The study of customers and how they behave while deciding to buy a product
that meets their needs is referred to as consumer behavior. It is a study of
consumer behavior that leads to the purchase and use of specific products and
services. Consumer behavior research is crucial for marketers because it allows
them to understand what consumers expect. It aids in comprehending what
motivates a customer to purchase a product. It is critical to examine the types
of products that consumers want before releasing them onto the market.
Marketers can learn about their customers' likes and dislikes and tailor their
marketing strategies accordingly. Consumer buying behavior research
investigates things like what people buy, why they buy it, when they buy it, how
often they buy it, and why they buy it, among other things. Understanding
consumer behavior and motivation is critical for a company's present products
as well as new product launches to succeed. Every customer has a unique
thought process and attitude when it comes to purchasing a product. There are
substantial risks of product failure if a corporation fails to comprehend a
consumer's reaction to a product. Consumer behavior and motivation varies as
fashion, technology, trends, living styles, disposable money, and other related
elements change. A marketer must be aware of the aspects that are changing to
align marketing activities accordingly. Leading organizations like The Coca-Cola
Company and Barclays have concentrated on improving existing goods while
also inventing new ones. By doing market research to analyze consumer
behavior and their motivation to buy, the Coca-Cola Company matches its
corporate goal of "refreshing everyone who is touched by our business."
Similarly, to better understand the demands of this target market, Barclays
undertook a consumer behavior study. Consumer behavior analysis has become
a valuable tool for better understanding your customers. Companies can create
new goods, marketing campaigns, and boost profitability by studying consumer
psychology and the variables that drive customer buying behavior.

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 CONSUMER PERCEPTION

Perception is the process by which people select, organize, and interpret

sensations, i.e., the immediate response of sensory receptors (such as the eyes,
ears, nose, mouth, and fingers) to such basic stimuli as light, color, odor, texture,
and sound. Anything that activates a receptor is called a stimulus. The study of
perception focuses on what we add to raw sensations in order to give them
meaning. Each individual interprets the meaning of a stimulus to be consistent
with his or her own unique biases, needs, and experiences. As the Figure given
below shows, the three stages of exposure, attention, and interpretation make
up the process of perception. Overall, perception is simply the process of (i)
selecting, (ii) organizing, and (iii) interpreting information inputs in order to
produce meaning that would aid in consumption decision-making. At the
exposure phase, information inputs are sensations received through our sense
organs (i.e., sight, taste, hearing, smell, and touch). For example, when we see
or hear an advertisement, smell or touch a product, we receive information
inputs. These processes are collectively referred to as the process of perception.

PROCESS OF PERCEPTION
The following is the process of perception:

1. Exposure
Exposure occurs when a stimulus comes within the range of someone’s
sensory receptors— sight, smell or touch. Consumers may either tend to
concentrate on certain stimuli while being completely unaware of others,
or they may even go out of their way to ignore certain messages.

2. Attention
Attention refers to the extent to which processing activity is devoted to
a particular stimulus. Consider, for example, the thought of having to sit
through both interesting and “less interesting” lectures. This can vary
depending on both the characteristics of the stimulus (i.e., the lecture
itself) and the recipient (i.e., your mental state at that time). Consumers
often are in a state of sensory overload, where they are exposed to far
more information than they can process. Taken from a marketing
perspective, we are often bombarded with marketing stimuli from

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 commercial sources, thus making the competition for our attention an
ever-increasing phenomenon.

3. Interpretation
Interpretation refers to the meaning that we assign to sensory stimuli.
Just as people differ in terms of the stimuli that they perceive, the
meanings we assign to these stimuli vary as well. Two people can see or
hear the same event, but their interpretation of it can be as different as
night and day, depending on what they had expected the stimulus to be.
The meaning we assign to a stimulus depends on the schema (i.e., set of
beliefs), to which we assign it. Identifying and evoking the correct schema
is crucial to many marketing decisions because this determines what
criteria consumers will use to evaluate the product, package, or message.

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 SENSORY SYSTEMS

Talking of the process of perception, you may recall that we are first exposed
to stimuli before any serious attention may be given. Such exposure is
obviously to our sensory receptors and the processing occurs within our
sensory systems. For example, we can receive external stimuli, or sensory
inputs, on a number of channels. We may see a billboard, hear a jingle, feel the
silkiness of a quality saree (traditional South Asian dress), taste a new flavour
of Turkish coffee, or smell of the Arabian musk. The inputs our five senses
detect are the raw data that begin the perceptual process. For example,
sensory data emanating from the external environment (e.g., hearing a music
clip on the radio) can generate internal sensory experiences when the song
triggers a young man’s memory of his encounter with his bride and brings to
mind the smell of her perfume as they finally get to meet in her court. The
unique sensory quality of a product can play an important role in helping it
stand out from competition, especially if the brand creates a unique
association with the sensation. In recent years, the sensory experiences we
receive from products and services have become an even larger priority when
we choose among competing products and/or brands.

Perception and the Use of Senses

1. Smell –
Smell, good or bad (i.e. aroma or odour), can stir up emotions or create a
calming effect – especially in the case of aromas. They can also invoke
memories or relieve stress, as in the case of aromatherapy (where scents
are used for healing). One study found that consumers who viewed ads
for either flowers or chocolate and who also were exposed to flowery or
chocolatey odours spent more time processing the product information
and were more likely to try out different alternatives within each product
category. Many consumers control the odours in their environments and
this growing interest has created and/or re-created a lot of new products
in recent years. Overall, the sense of smell is related to pleasure and well-
being and is closely connected to emotions and memories.

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2. Sound
The sense of sound is linked to emotions and feelings and the sense
impacts brand experiences and interpretations. It is by no coincidence
that we are bombarded with the sound of music all the time. Obviously,
our senses and especially vision (sight) cannot seem to work in isolation
in today’s consumerist world. Think about how Radio advertisements
tend to trail their TV counterparts in marketers’ ad spend. Better still think
about how you would feel watching a movie while the volume control is
on mute. Could it be pure accident that electronics manufacturers
launched the “home theatre” surround system for our enjoyment of
movies?

3. Taste
Our taste receptors obviously contribute to our experience of many
products. So-called “flavor houses” keep busy developing new
concoctions to please the changing palates of consumers. Scientists are
right behind them as they develop new devices to test these flavors. Coca-
Cola and PepsiCo use the tongue to test the quality of corn syrups,
whereas drugs manufacturers such as Roche have been known to use the
device to devise medicines that do not taste bitter. Changes in our culture
also determine the tastes we find desirable. For example, consumers’
greater appreciation of different ethnic dishes has contributed to
increased desires for spicy foods. For example, Nando’s, the
Portuguese/South African restaurant chain, is popular for its peri-peri
chicken and dishes.

4. Touch
Although scientists have done relatively little research on the effects of
tactile stimulation on consumer behavior, common observation tells us
that this sensory channel is important. Consider the classic, contoured
Coca-Cola bottle, which was designed to satisfy the request of a US bottler
for a soft-drink container that people could identify even in the dark.
Indeed, sensations that reach the skin, whether from a luxurious massage
or the chill of a winter wind, stimulate or relax us. Researchers even have
shown that touch can influence sales interactions. Britain’s Asda
supermarket (a part of the Walmart Group) is reported to have removed
the wrapping from several brands of toilet tissue in its stores so that
shoppers could feel and compare textures—an experiment that resulted
in soaring sales for its own in-store brand by up to 50% increase in shelf
space.

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4. Vision
Marketers rely heavily on visual elements in advertising, store design, and
packaging. They communicate meanings on the visual channel through a
product’s color, size, and styling. Philips gives its electronics a younger feel
by making them thinner and more colorful. Colors may even influence our
emotions more directly. Evidence suggests that some colors (particularly
red) create feelings of arousal and stimulate appetite, and others (such as
blue) create more relaxing feelings. Yet others such as golden may suggest
luxury, etc. Some reactions to color come from learned associations. In
Western countries, black is the color of mourning, whereas in most Arab
countries, white plays this role. In addition, while the color black may be
associated with power in western world (think of the New Zealand All
Blacks rugby team), the same may not be the case in the Arab world in
which the black color is worn by women of decency in the traditional
Abaya. Other reactions are a result of biological and cultural differences.
Women are drawn toward brighter tones and they are more sensitive to
subtle shades and patterns. Some scientists have argued that age
influences our responsiveness to color—as we get older, our eyes mature
and our vision blurs. Consequently, colors tend to look duller to older
people, so they prefer white and other bright tones. This helps to explain
why mature consumers are much more likely to choose a white car—
Lexus, which sells heavily in this market, makes 60% of its vehicles in
white. Coincidentally, most consumers in the Arab world tend to opt for
white cars as being very good heat conductors (arguably white cars tend
to be cooler especially in the hot summer months). Meanwhile, there
have been muted perceptions about white-coloured cars having very
marginal second-hand value in countries such as the UK.

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 Sensory Dynamics

• Sensation:

Sensation is the immediate and direct response of the sensory organs to stimuli.
A stimulus may be any unit of input to any of these senses.
Examples of stimuli include products, packages, brand names, advertisements
and commercials. Sensory receptors are the human organs that receive sensory
inputs. Their sensory functions are to see, hear, smell, taste and feel. All of
these functions are called into play, either singly or in combinations, in the
evaluation and use of most consumer products.
Examples
1. RASNA

Rasna's product include PA packages, brand name and advertisement

and commercial sensory receptors. It gives the customer the
sensation of taste and site Due to the attractive packaging of the
product no sensation it serves depends on energy change within the
environment where the perception occurs.

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2. FED EX

FedEx, the logistics company, is measuring consumer emotion as a means of

tracking the most significant pain points in the customer journey. Originally a
B2B delivery business, FedEx has developed a significant B2C business in the age
of online retail. “Today, almost 50% of our stops every day in the US are actually
to residences,” according to Brie Carere, FedEx’s evp/chief marketing and
communications officer. Speaking at the recent CES 2020 event in Las Vegas, she
explained how the company is reframing its strategy to put the consumer – and
not just shiny new technology – at the center of its thinking.

The Absolute Threshold

The lowest level at which an individual can experience a sensation is called the
absolute threshold. The point at which a person can detect a difference
between “something” and “nothing” is that person’s absolute threshold for
that stimulus.

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 1. McDonalds

In this gorilla ad of McDonalds, we can see four people crossing the ad but every
person crossing may perceive the ad differently. One of them can perceive the
ad get totally influenced by it on the other hand others may not even respond
to the ad.

2. MAYBELLINE

Think of a lipstick. A girl can choose a dark ruby red and outline full gorgeous
movie-star lips. Or she can choose a pale pink, nearly the colour of her own
skin, so pale that you are barely aware that she's wearing lipstick. Here's where
the term absolute threshold comes in. If she's not wearing any lipstick at all, she
has pale lips. If she's wearing just a touch of lipstick, you can tell she's got some
color, but it looks just about natural. This lower limit of how little lipstick, how
pale a lipstick a girl can wear, is an example of the absolute threshold. If she
wore any less, or a colour any paler, you would not be able to tell she was
wearing lipstick.

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 • The Differential Threshold

The minimal difference that can be detected between two similar stimuli is
called the differential threshold or the just noticeable difference.

1. NATURALS

In this example we an see that there is a change in packaging design as well as

logo of naturals ice-cream. In this we can say that there is change in packaging,
but the value offered is the same as before.

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2. MAC

In the example of the lipstick, the stimulus is sight - the visible colour of the
lipstick. The absolute threshold was the amount of colour less than which you
would not know she was wearing any. The differential threshold for the lipstick
could be the difference between the palest of pinks and the deepest of reds. Or
it could be the just noticeable difference between palest pink and pale pink.
Differential threshold would also be involved in determining the coverage of two
different brands of lipstick. Say you had one brand that gave you a full rich pink
colour and another that gave you just a pale thin pink wash: that's a differential
threshold between two brands of lipstick.

Elements of Perception

Expectation

People usually say what they're expect to see and what they expect to see is
usually based on previous experience familiarity or a set of expectations in a
marketing concept A person tends to previously product and product attributes
according to his or her own expectations. We all have prebuilt beliefs
and expectations that influence how we perceive experiences and ultimately
our response to them.

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In most instances, before we even engage with a brand, we’ve already formed
some idea of what the experience will be like and what we would want it to be
like. Perceptions precede the experience and ultimately shape our response
towards the brand. Expectations, and sentiment towards a product, service, or
offering are directly linked to how they perceive their experience.

• Nature's Basket - People visiting nature's basket will expect to see

types of food and beverages only They feel that nature's basket would
sell high quality items then the local corner shop The information is
subjective in that the consumer will be bias decision on the selected
information issue each of us select differently from the environment
and each of us has a different view Due to influence or past experience
people are aware that nature's basket provide High quality food and
beverages for day-to-day life so they won't expect few brands that are
not of high quality.

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 • Decathlon - Decathlon is one of the worlds’ leading sports companies
which fathoms to shine as bright as it logo providing Pleasure of Sports
at Affordable Price’. It has created an edge over its counterparts by
being a force to reckon with in its domain of services ranging from
sports to clothes and catering every sport’s need. The perception of
the consumers lies on the knowledge and how they orient to purchase
the product and also the wide range of products availability makes
them feel to purchase. Consumer Perception and Brand Awareness
depend upon the guarantee and warranty facilities, location,
provision for trial and services provided in this study and the
awareness can be made through advertisement through the events
conducted by Decathlon. So People visiting A decathlon will expect to
see sport equipment clothing only.

Motives
People tend to really receive the things they need or want the stronger the
need the greater attendance to ignore unrelated stimuli in the environment.
Interest and involvement with a product category also impact the level of
attention that a person would give to the goods and services and/or brands. A
motive is an inner force that stimulates and compels a certain behavioral
response and provides specific direction to that response. Specific goals are on
the basis of – personality characteristics, perceptions, previous learning and
experience and attitudes. The marketer can segment the market on the basis
of those needs and vary the product at what is meant so that customers in
each segment will preserve the product as meeting their own special needs
and want an interest.

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• Maybelline - A person who is looking for a make-up foundation will
notice and read looking for a makeup brand Maybelline carefully.
And look for that product category more than any other product
available. Because of the need or want he desires. The term
Maybelline is known to many beauty enthusiasts from around the
world as an iconic brand that is easily available to consumers around
the country. Maybelline is a leader in the beauty cosmetic industry,
making some of the best makeup money can [Link] and
advertising campaigns are very important for Maybelline. They play a
vital role in creating awareness, in revitalizing the brand after a time
which also helps in creating brand loyalty.

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 • Heineken: A person who likes to consume beer. Because of his want
for beer Will always has more focus on the ads of a beer brand
Motivated by the various factors that are known to influence food
and drink choice, the present review aims to examine the existing
findings concerning how these influences occur across four main
sections. The first, consumer variables, covers biological,
psychological, and socio-cultural factors. The second section
(product-intrinsic attributes) covers the sensory characteristics of the
beer itself. The third section (product-extrinsic attributes) covers the
information available to the consumer in relation to the beer, as
well as the sensory characteristics of elements accompanying the
beer, such as its packaging, design, and container or receptacle.

PERCEPTUAL ORGANIZATION

Our brains tend to relate incoming sensations to others already in memory,

based on some fundamental organizational principles. These principles derive
from Gestalt psychology, a school of thought that maintains that people
interpret meaning from the totality of a set of stimuli rather than from any
individual stimulus. In other words, the concept suggests that “the whole is
greater than the sum of its parts.” By implication, a piecemeal perspective that
analyzes each component of the stimulus separately cannot capture the total
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effect. The Gestalt perspective provides several principles relating to the way
our brains organize stimuli. Three principles are worth elaborating here:

1. The closure principle states that people tend to perceive an incomplete

picture as complete. For example, when we hear only part of a jingle or theme.
Marketing strategies that use the closure principle encourage audience
participation, which increases the chance that people will attend to the
message.

2. The principle of similarity tells us that consumers tend to group together

objects that share similar physical characteristics. Green Giant relied on this
principle when the company redesigned the packaging for its line of frozen
vegetables. It created a “sea of green” look to unify all of its different offerings.
3. The figure-ground principle states that one part of a stimulus will dominate
(the figure), and other parts recede into the background (the ground). The figure
is dominant, and the eye goes straight to it. For example, 70% off could be the
eye catcher for a pair of ray ban sunglasses but, on closer inspection, you might
notice that the offer is subject to certain Terms and conditions.

1. The figure-ground principle states that one part of a stimulus will

dominate (the figure), and other parts recede into the background (the
ground). The figure is dominant, and the eye goes straight to it.
Highlight of the Ad , visible in the forefront

Details at the bottom of the poster / print ad

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In this ad by lodha, you can see the figure and ground concept applied where
in the figure part you can see the image of the Lodha property as it is
important for the customer to know how the property looks and in the ground
part of the print ad you can see pre launch offers and amenties details.

In the second ad, the brand name, pricing and the picture of the product is in
the figure part. And the other parts recede into the background that is ground.

Advertisers have to put advertisements together carefully to make sure the

stimuli that they want note it is seen as figure or as ground. A marketing
technique based on the principle of figure and ground consists of interesting
advertisement into entertainment content contents.

GROUPING

It tells us that consumers tend to group together objects that share similar
physical characteristics. Green Giant relied on this principle when the company
redesigned the packaging for its line of frozen vegetables. It created a “sea of
green” look to unify all of its different offerings.
Grouping refers to people's tendency to groups stimulate together so that they
become a unified picture or impression. Grouping helps memory and recall.

• If you visit an online store you'll always see (You may also like section)
section which suggests the customer customer to add the products
related to what they were looking for. These are the grouping
recommendations which attracts consumers to buy the related
products. Such as if a Person is looking for a soul the recommendation
will also show products like shampoo conditioner etc.
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The PlayStation 4 (PS4) is a home video game console developed by Sony
Computer Entertainment. Grouping concept is applicable here as customers
tend to buy PS4 , joy stick, gaming CDS together.

Closure
The closure principle states that people tend to perceive an incomplete picture
as complete. For example, when we hear only part of a jingle or theme.
Marketing strategies that use the closure principle encourage audience
participation, which increases the chance that people will attend to the
message. When faced with incomplete information, individuals have the
tendency to fill in the gaps themselves so as to gain a more meaningful
information. They feel ill at ease when faced with an incomplete picture. They
prefer to organize their perceptions so as to form a complete picture. In other
words, if people are exposed to incomplete stimuli, they tend to perceive it as
complete, by either consciously or subconsciously filling up the missing gaps.
This may be done on the basis of his or her (the individual’s) past experience,
past information or on the basis of hunches. This concept of closure can be
seen as the tension experienced by a person when a task is incomplete, and
the satisfaction and relief that may be experienced on its completion.
At times, some of the advertisements are given in an incomplete manner,
where broken lines are put, which have to be filled in with certain alphabets in
order to convey some meaning. People usually fill up these gaps to get the
picture or meaning.
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• The ad or a printed of a missing person wanted wanted for murder
and kidnapping. It creates the chance that people will attend to the
message when faced with incomplete information. Individuals have a
tendency to fill the gap themselves And are curious to gain more
information about the ad. They prefer to organize the perception to
fill the gap of the image. It makes them curious to know more about
this information. It gives curiosity to the person AA to win or add is
incomplete and the satisfaction and relief They may feel or
experience when the ad is completed . Fill up the gaps to get the
meaning of the advertisement in their mind.

• The ad or a printed of a missing person wanted wanted for murder

and kidnapping. It creates the chance that people will attend to the
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 message when faced with incomplete information. Individuals have a
tendency to fill the gap themselves And are curious to gain more
information about the ad. They prefer to organize the perception to
fill the gap of the image. It makes them curious to know more about
this information. It gives curiosity to the person AA to win or add is
incomplete and the satisfaction and relief They may feel or
experience when the ad is completed . Fill up the gaps to get the
meaning of the advertisement in their mind.

PERCEPTUAL INTERPRETATION

Perceptual interpretation is an absolutely mental interaction, which is

answerable for removing importance out of the coordinated boost ('entire
picture') that an individual is presented to.
here are two various types of information structures that work with the course
of perceptual interpretation. These are the mapping and the content; the
blueprint incorporates the coordinated collection of contemplations,
convictions, and sentiments that an individual has about the improvements (be
it an article, an individual, or a circumstance); the content includes the
grouping of activities related with such a boost.

At this phase of the perceptual cycle, a perceiver might commit errors, and this
could prompt confusion of the improvements. Such missteps are alluded to as
perceptual errors and perceptual distortions. Perceptual mistakes happen
because of various misshaping impacts. At the point when discernments are
incorrect and broken, and the subsequent social reactions are unseemly and
uneven, there happens what is alluded to as a perceptual distortion.

Physical appearance

People frequently judge others (or the improvements) based on physcial

appearance and looks. Model: Just on the grounds that a vehicle is great in
looks, tastefully planned and engaging, doesn't basically infer that it gives a
decent mileage, its motor is powerful and it is in fact sound. Another model:
Marketers utilize alluring models as their representative. Alluring models are
respected to be more enticing than normal looking models, as individuals

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relate the great looks of the models with pleasurable results after use of the
item. Eg. Lakme

In this example, we can see a man in a white coat which we presume to be a

doctor. This builds more credibility. Sensodyne has correctly focused on
positioning the toothpaste to be the dentist’s choice.

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NBA recently introduced Ranveer Singh, popular Indian actor as their brand
ambassador in India. NBA not being a very popular show among the Indian
audience has rightly roped in Ranveer Singh very influential personality among
Indian youth and also a basketball lover himself.

First impression

People often make judgments on the basis of the first impression. This may not
always be true and could be erroneous. If erroneous, it would be known as a
perceptual error based on first impression. First impression as a principle has
implications for a marketer. A new product should never be introduced in the
market before it has been market tested. In case it is not tested and launched,

and subsequently fails, it could be disastrous for the company. All subsequent
attempts to satisfy the customer would fail as first impression is long lasting.

Patanjali - The Name of the company shows that the company produces
Ayurveda products and is taken from the ingredients of Nature. The perfect
name for the company and the Tad line is” Prakriti ka Ashirwad” Which is
appropriate for the company. Patanjali has achieved success by its marketing
strategy+ Product quality+ Ayurveda + low price + Swadeshi. The company
knows the marketing technique very well. They knew how to capture the
Indian market and people. Another big decision that companies have taken for
their brand Ambassador. They didn’t appoint any film star or any big
personality for their product. This is the best example of right first impression.

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Tanishq brand was affected by not so good first impression which resulted in
backlash by the Indian audience. Jewellery brand Tanishq said it was "deeply
saddened with the inadvertent stirring of emotions", after withdrawing an
advertisement portraying a Muslim family celebrating the baby shower of their
Hindu daughter-in-law. The advertisement was meant to promote Tanishq's
Ekatvam brand jewellery line. The commercial received backlash and trolling
on social media, with some calling it "anti-Hindu" and others alleging that it
promotes "love jihad". This why first impression can make or break a brand.

Halo effect

When a stimuli (person, place, thing etc.), is perceived on the basis of a single
trait, it is referred to as a Halo effect. In case the assessment is based on a
good and desirable, it is referred to as a Halo effect or a positive Halo effect,
and in case the assessment is based on something bad and undesirable, it is
called a reverse Halo effect. One particular trait overrides all the other traits
and a perception is made on a single trait. The evaluation of the stimuli on a
multitude of dimensions is actually based on the evaluation of just one or a
few of the dimensions.

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Olay brand has perfectly roped in Madhuri Dixit as their brand ambassador for
their new product Olay Regenerist whose target audience is women between
30-45 age group. This gives them an edge that people believe Madhuri dixit is
promoting it so the product might be a good one.

As we all know and trust Amazon for the good service. Brand extension
into the electronics category is a good move by Amazon as they already
have a customer base.

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 Perceived quality of products

Perceived quality can be defined as the customer's opinion about the

overall quality or image of the product or service or the brand itself with
respect to its purpose of use as against its alternatives. Perceived quality
might not be linked to the actual product but is more skewed towards the
brand image, customer experience with the brand and its other products,
peer opinions, etc. Thus perceived quality differs from objective quality,
product-based quality and manufacturing quality. Perceived quality of
products is based on a variety of information cues that they associate with
the product .

Intrinsic Cues: Intrinsic Cues that are concern about the physical characteristics
of the product itself .People actually experience the product here . Physical
attributes of the products Such as color , flavor and aroma.

• Lux stands for the promise of beauty and glamor as one of India's most
trusted personal care brands. Lux’s new perfumed soap collection is
here to change all of that. Launched in three divine fragrances, these
richly perfumed soaps can transform your daily cleansing ritual into an
indulgent, fragrant experience.

Lux uses 360-degree marketing communication through print media, TVCS,

online ads etc as a mode of its complete marketing mix strategy. It has always
placed itself as a soap that gives a good fragrance and leaves one with a beautiful
and glamorous feeling. The Main marketing Strategy was displaying lux soap at
various shops such as big bazar , reliance fresh etc where people can smell the
fragrance of the soap and can make the decision of buying it .

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Lux's positioning has not changed significantly; the target audience has
remained young women. Lux uses star appeal to drive the brand message. Over
the last 40 to 50 years, top actresses, in Pakistan and across Asia, have endorsed
Lux.

Extrinsic Cues: Extrinsic. Cues are product-related attributes-such as price,

brand. Name, and packaging-which are not part of the physical product. Here
there is absence of actual experience with a product.
Consumers often "evaluate" quality on the basis of factors quite external to the
prôduct itself, such as its price, the image of the store(s) that carries it, or the
image (that is, the reputation) of the manufacturer that produces it.

• Yoga Bar aims to change your snacking habit to a healthy one. The
company does not spend big bucks on advertising and is largely
dependent on word-of-mouth. Over the last 2 or 3 months, social
media marketing has started. Yoga bar target customers are those
who are trying to make that switch from eating chocolates to
something healthier. Its ingredients are its main strength and all its
ingredients offer health benefits and are completely natural with no
additives or preservatives. The packaging of yoga bars is so attractive
that it offers something unique to truly appeal to customers, although
uniqueness can manifest itself in several different ways. Packaging
designs of yoga bars captures attention from the shelf, but once they
draw customers in, your product needs to hold their interest.

Yoga bar began by building a brand identity that reflected the fun and flexibility
of the name as a hand drawn font that could boldly draw people in. The
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multigrain energy bar packaging we created had a laundry list of criteria to
deliver on: bold brand, fun, approachability, natural ingredients, a sense of eco-
consciousness, a mood story, an international feel, a list of claims, etc.

Perceived Quality of Services

The concept of perceived service quality has been described as "an overall
judgment concerning the excellence or superiority of a product or service .The
product/service is seen as a set of features that enhance customer satisfaction.
Quality of services is judges by 5 dimensions/raters:
Reliability (providing service as promised),
Responsiveness (informing customers when services will be provided),
Assurance (instilling confidence in customers),
Empathy (giving individualized attention),

• UrbanClap (Now Urban Company) is marked as one of the fastest-

growing startups nationally as an online marketplace that helps
connect service providers with service seekers. This is an end to your
everyday problems. If you are searching for a beautician, a plumber, a
mechanic, a yoga instructor, a lawyer, or a counselor, Urban Clap is
studded with hailing professionals in all. Urban company provides
services as promised.
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Imagine that your AC unexpectedly stops working in the summer as the clock
ticks at 10 p.m. Now that you feel hot that you need a person to fix your AC,
you’ll ask your relatives if they know someone who can fix them. Do all reject
what to do next as his night? Now, if an agency comes into motion from where
I will ask the individual and boom for AC repair! Now they’re sending someone
to fix and save you from hot summer nights. Okay, “UrbanClap” does just that.
Urban Clap has a great social media presence and is present on all 4 major digital
platforms, i.e., Facebook, Instagram, Twitter and YouTube. The current
generations, Millennials and after, are big consumers of social media. These
platforms are a great way to connect to your audience, to engage them and to
be the brand they remember.

Perception of Risk

Although many marketers view their products or services as bundles of

attributes, consumers tend to think about them in terms of consequences (or
risks), i.e. those outcomes that consumers experience when they consume
products. Two broad types of consequences have been identified in the
literature—functional and psychosocial.10 Functional risks are concrete
outcomes of product/ service usage that are tangible and directly experienced
by consumers, e.g. the acceleration or fuel consumption of a car. Psychosocial
risks, on the other hand, are abstract outcomes that are of an intangible nature
and therefore more subjective—e.g. what does it feel like to be a Jaguar (the
car) owner. Indeed, evaluative criteria can be objective or subjective. In buying
an automobile, consumers use objective attributes such as price, warranty and
fuel economy as well as subjective factors such as image, styling and
performance.11 The five basic kinds of risk include both objective (e.g.,
physical danger) and subjective factors (e.g., social embarrassment).
Consumers with greater ‘risk capital’ are less affected by perceived risks
associated with purchases. The five basic kinds of risk include:

1. Monetary or financial risk – This is mostly related to money and property.

Those with relatively little income and wealth are most vulnerable.
Common for high-ticket items that require a substantial expenditure such
as cars and houses.

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2. Functional risk – It relates to alternative means of performing the function
or meeting the need. Practical consumers are the most sensitive. More
applicable to purchases requiring the buyer’s exclusive commitment.

3. Social risk – It is closely linked to self-esteem and confidence. Those who are
insecure and uncertain are most sensitive. Typical for socially visible or
symbolic products such as clothes, jewellery, homes, or sports equipment.
4. Psychological risk – It is similar to social risk, but consists of affiliations and
status. Those lacking respect or attractiveness to peers are most sensitive.
Common with expensive personal luxuries that may engender guilt, durables,
and services whose use demands self-discipline or sacrifice.

5. Physical risk – This is concerned with the aspect of physical vigor, health, and
vitality. Those who are elderly, frail, or in ill health are most vulnerable.
Applicable to mechanical or electrical goods (e.g. flammables), drugs and
medical treatment, as well as food and beverages, e.g. wine.

Discussion Points

• In my opinion Customer perception enriches the brand value and

brings more possibilities for business .In this process, as consumer
perception developed on several levels, their emotional expectations
grew, as well, leading to a point where we rely on brands to develop
fun, engaging customer experiences, to create and deliver content,
to come up with new technologies that make our lives better and
even get involved in social matters and in shaping our environments.
• Customer perception plays an important role, from understanding
the customers to communications and advertising, their buying
decisions, their loyalty, the extent to which they recommend a brand
and, even more, their advocacy efforts.

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 • Customers want to do business with companies that have similar
values to their own. Having public company values that you adhere
to heavily influences your customers’ perception of your brand.
• Both brand and client insight must count. Now and then the thing
the brand is offering might vary from what the client sees. It can
cause negative responses from one or different gatherings.
• Ensure that the brand is in finished sync with the clients to support
their insight about its items and administrations. When you gain his
confidence, it becomes conceivable to procure his faithfulness
progressively.
• According to a research, the results indicate that the factors
influence purchasing decision as perceived value which is directly
confident relationship to purchasing. And others factors that
indirectly influence purchasing decision via perceived value as
quality, extrinsic attribute, intrinsic attribute, perceived sacrifice,
price and place so on. Perception does more than impact each
individual sale; it shapes the long-term relationships—good or bad—
that customers establish with your brand. As a result, every
touchpoint your company has with customers must affect their
perception in a positive way.
• Businesses that shape positive brand perceptions among customers
are more likely to impact potential customers in indirect ways as well
and establish themselves as remarkable compared to other brands in
their space.

CONCLUSION

The consumer perception process consists of five distinct activities. First the
consumer has to be exposed to stimuli. Exposure occurs when a stimulus
comes within the range of our sensory receptor nerves, ie when stimuli come
within the range of our senses.
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The importance of exposure is that there can be no communication (or a
perception process for that matter) without exposure to stimuli.

Secondly, the consumer has to direct attention to the stimuli. Important from a
marketing perspective is that no matter how often a consumer is exposed to
marketing stimuli the message is of no use if attention did not take place. The
attention process can therefore be viewed as an information filter - a screening
mechanism that controls the quantity and nature of information any individual
receives. Important to consider is that if the consumer does not attend to the
product attributes (or the total advertisement for that matter) he is exposed
to, even the explicit mentioning of the attributes is to no avail. It is therefore
extremely important for the marketer to ensure that consideration
is given to methods of attracting attention when developing advertisements.

One such method may be to explicitly mention (or place focus on) the
attributes that differentiate the marketer's brand from those of competitors.
The third phase in the perception process, perceptual organisation, suggests
that stimuli are not perceived as a set of elements but as a whole. This total is
believed to have a meaning of its own that is not necessarily deductible from
its individual components ,referred to as Gestalt psychology. The marketer
needs to acknowledge the Gestalt psychology and perceptual organisation in
general when developing advertisements since they may ensure that the
consumer pays attention to the marketer's advertisements.

Perceptual interpretation, the fourth phase in the perception process, is

uniquely individual since it is based on what individuals expect to see in the
light of their previous experience, on the number of plausible explanations
they can envisage and on their interests and motives at the time perception
occurs. A problem experienced with the interpretation process, from a
marketer's point of view, is that individuals may interpret the same stimulus
differently. The marketer therefore needs to develop an advertisement with
great caution to attempt that a mentioned product attribute is perceived by
the consumer as having the same benefit as was envisaged by the marketer.

The final phase of the perception process, retention, is very important for the
marketer. Even if the total perception process was successful, it serves no
purpose if the consumer is unable to recall the information when he is
required to act on it. The message has failed if the consumer cannot remember
its content. The marketer therefore needs to ensure that his advertising claims
are remembered by the consumer. This is made possible through repetitive
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advertising by ensuring that attention is captured by the advertisement. The
use of differentiating product attributes may assist the marketer to capture
attention and thereby "force" the consumer to retain the information when
deciding between alternatives. When deciding between alternatives, the
consumer moves through all the major stages of the decision-making process.
The process always commences with the recognition of a need, which occurs
when a discrepancy exists between the consumers' actual state and the state
he desires to be in. Once a need has been triggered (eg through the depletion
of current stock, dissatisfaction with his current brand, change in financial
status, etc), the consumer enters the second stage, namely information search.
The search for information can either be of an internal or external nature or a
combination of both. The primary objective of information search is to collect
information that could be used as the basis for choosing among alternatives. It
is eminent that product attributes play an important role in the information
search process since the consumer often has to depend on displayed attributes
to differentiate among brands. Once the search process has been completed,
the consumer enters stage three, namely evaluation of alternatives. During the
third phase, the consumer not only has to decide what brand he should
choose, but also has to consider the criteria (decision rules) he should use in
evaluating each brand. The consumer therefore considers the choice
alternatives along the evaluative criteria selected. Product attributes often
form the basis for evaluating alternatives and are furthermore employed in
decision rules.

During the fourth stage, the consumer enters the purchase phase where the
selected alternative is purchased for consumption. Interesting to note is that a
purchase can either be fully planned, planned or unplanned. A fully planned
purchase occurs when the consumer decides precisely which brand within a
product category he wishes to purchase. If he only decides on the product
category (without a specific brand within that category), the purchase is
classified as planned. Unplanned purchases occur when a product is purchased
without prior articulation of the purchase (either verbally or on a shopping
list). This does, however, not imply that a decision process did not occur. The
purchase may be based on product displays, where the display provides a
reminder of a need and a purchase is triggered. In the final phase of the
consumer decision-making process, post purchase evaluation, the consumer
consumes the product. If the expectations held for the product are met or
exceeded, the consumer is likely to be satisfied with the purchase.
Dissatisfaction then, is the outcome of negatively confirmed expectations. The
outcome of the post purchase evaluation, satisfaction or dissatisfaction, has a
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direct influence on consumer beliefs and attitudes, future purchase intentions,
word-of-mouth communications and complaint behaviour.

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