being at a lower count from when they were originally released) Contrived of Stimulus – attention getters Expectations – see what they expect to see based on past experiences Motives- people perceive things they need or want Image of brand perception – Effective positioning that occupies a part in the consumers’ mind that is unique and represents the core benefit the brand provides. Product Perception – Packaging must convey the brands image (Tide packaging being heavy to power through stains) Service Perception – Service is intangible so they must find a good image to differentiate (FedEx and happy workers, over and under stimulated environments with in stores) Quality perception – Intrinsic cues: “how people make rational or objective choices” based on the physical appearance of how a product looks and judge the inherent quality of it, Extrinsic cues: characteristics that are not inherent to the product that consumer judge it upon like taste (however most consumer can’t pick it out in a blind taste test) Store Perception – Customers use brand, store image, and price all together as product quality indicators.
Perceived Risk – Functional (won’t perform), physical (cause harm), financial (won’t be worth the cost), psychological (poor choice will bruise the customer’s ego), time (time spent in search will have been wasted) How to reduce Risk - Seek information from word of mouth as well as doing research and thinking about your purchase and alternatives - Remain brand loyal if you were satisfied in the past you will be now - Rely on brand image, tried and true trust the well-known guys - Buy the most expensive when in doubt Self- image related to brands Actual: Way consumers see themselves
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- Spring '15
- Marketing, Consumers, customers perceived benefits, Consumer behavior model, consumer shopping behavior, product oriented company