Professional Documents
Culture Documents
Unit 2 - Perception
Unit 2 - Perception
CASE STUDY
Starbucks is known around the world for the unique blends of coffee it serves its
customers through its coffee service outlets in 35 countries (Refer Exhibit for
coffee varieties sold at Starbucks). Along with coffee, the company also sold a line
of premium tea, cookies, snacks, espresso machines, and coffee brewers.
The company, founded in 1971 at Seattle, US, opened it first international outlet in
1996 at Tokyo, Japan. The company had consolidated net revenue of US$ 5.3
billion in fiscal 2004. More than coffee, it was the Starbucks experience that made
customers come back to the store.
Why do we prefer
products from outside
india? Is it only quality?
03 PERSONALITY
SENSATION
ABSOLUTE THRESHOLD
DIFFERENTIAL THRESHOLD
How does Perception affect
consumer while buying ?
Blind test was conducted to determine the power of sensory differences, values between “pepsi” and “coke”
Results Results
of blind after
test revealin
g true
identity
Prefer 51% 23%
pepsi
Prefer 44% 65%
coke
Equal/ 5% 12%
cant say
FACTORS OF PERCEPTION
EXTERNAL FACTORS INTERNAL FACTORS
REPETITION EXPECTATION
MOVEMENT
SUBLIMINAL PERCEPTION
EXTERNAL FACTORS
INTENSITY AND SIZE
POSITION
CONTRAST
NOVELTY
REPETITION
MOVEMENT
INTERNAL FACTORS
SELECTIVE ATTENTION
SELECTIVE EXPOSURE
SELECTIVE RECEPTION COMPREHENSION RETENTION
PERCEPTUAL VIGILANCE OR DEFENCE
SUBLIMINAL PERCEPTION
PERCEPTUAL PROCESS
PERCEPTUAL PROCESS
Ideal Social
Social Self-Image
Self-Image
Expected
Self-Image
Self-Concept and Brand Image
Product
Brand
Image
Behavior
Relationship Satisfaction
Seek products
Between self- Purchase
and brands that
concept and contributes to
improve/maintain
brand image desired self-concept
self-concept
Consumer
Self-
concept
Reinforces self-concept
EXTENDED SELF IMAGE
EXTENDED SELF IMAGE
EXTENDED SELF IMAGE
ALTERED SELF IMAGE