Summary BEM 212 CHAPTER 4 NOTES - CONSUMER PERCEPTIONS
12 views 0 purchase
Course
Consumer Behaviour 212 (BEM212)
Institution
University Of Pretoria (UP)
Book
Consumer Behaviour
BEM212 CHAPTER 4 NOTES. THESE NOTES ARE MADE USING LECTURE SLIDES, NOTES FROM CLASS AND THE FOLLOWING TEXTBOOK: CONSUMER BEHAVIOUR - SOUTH AFRICAN PSYCHOLOGY AND MARKETING APPLICATIONS - 2nd EDITION.
LEARNING OUTCOME 1 • basic emotions - linked to smell
DEFINE PERCEPTIONS
2. SCENT • e.g. fragrance of freshly baked
STIMULI cookies can be linked to
PERCEPTION
childhood
• important to marketers as they
• person’s awareness of, reaction to & need to understand whether
interpretation of stimuli consumers will accept/reject
• process by which stimuli are selected, organised 3. TASTE
STIMULI stimulus
and interpreted • perceived health issues &
• process of assigning meaning to what is senses cultural acceptability play
• has subjective nature – every person reacts to important role
stimuli in their own way
4. TOUCH
• stimulus – any physical object/event to which STIMULI • feeling or texture of a product
person is exposed to
COLOUR
• determines whether person
WHY DO MARKETERS STUDY CONSUMER becomes aware of stimuli or not
PERCEPTIONS & affects person’s emotional
response to stimuli
• consumers’ purchasing decisions are based on • colour qualities:
their perceptions o hue: pigment contained in
colour
LEARNING OUTCOME 2 o saturation: richness of
EXPLAIN THE PERCEPTION PROCESS colour
• perception relies on two sub-processes: o lightness: depth of tone,
o sensation (stimulus, sensory receptors, light or dark
attention) FORM
o meaning (interpretation, memory, decision) 5. VISUAL • people generally prefer objects
STIMULTI
with curves shapes rather than
angular/sharp objects
1. STIMULI • when marketers decide which
colours to use in marketing
• perception process starts with person being communications, they must
exposed to stimuli consider the following:
o who their market is + their
• must be loud enough to be intentions
perceived and must be clearly o how colour can affect
distinguishable from consumer’s emotional
1. AUDITORY response (can impact their
STIMULI background sounds
• marketers must consider how purchasing decisions)
music impacts mood & o should be aware of effects
behaviour while shopping of shape on consumers
12
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller zantesaayman. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $2.95. You're not tied to anything after your purchase.
