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WorksheetsPerception + positioning
Total questions: 44
Worksheet time: 26mins
What is Consumer Perception?
The process by which an individual selects, organizes and interprets message into a meaningful and coherent Picture of the world
The process by which an individual selects, organizes and interprets stimuli/sensations into a meaningful and coherent Picture of the world
The process by which an individual selects, organizes and interprets products/services into a meaningful and coherent Picture of the world
The process by which an individual selects, organizes and interprets products/services into a meaningful consumer offerings.
Consumer Perception refers to .....
consumer's awareness, their impressions, and their opinions about our business, products, and brand.
products awareness, impressions, and opinions about our business, products, and brand.
products/services, and their opinions about our business, products, and brand
consumer's impressions, and their opinions about our business, products, and brand
The consumer perception process has 3 stages, namely.....
Expression, Attention, and Interpretation
Exposure, Attraction, and Interpretation
Exposure, Attention, and decision making
Exposure, Attention, and Interpretation
Selection (of Stimuli) depend on....
Exposure, Attention, Interpretation
Nature of stimuli
Consumer's previous experience
Nature os stimuli, Consumer's previous experience, Consumer's motive.
2 factors that influence consumers’ perceptions are...
Tangible factors and Less Tangible factors
Price, Quality, Branding, Service
Advertising, Reputation, Influencers
All answers are correct
This includes Gestalt Psychology, except ...
The Closure Principle
The Proximity
The Principle of Similarity
The principle of Selling
Stereotypes is....
A positive label affixed (to someone or something), without enough information
The model or example deemed acceptable by others
Labeling or judging without having enough information
The pattern they believe they (company, society, etc) should follow
The patterns they believe in and follow (companies, communities, etc.).
The minimum amount that can be detected on a given sensory channel is called ...
Differential Threshold
Sub-Liminal Perception
The Electoral Threshold
The Absolute Threshold
Physical Appereance of the product often influence consumers’ judgment are .....
Role of packaging, Selection of ad models, etc.
building brand imagery and advertising
New category brand
Price, Place, Promotion
------------- is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use.
Consumer interest
Consumer attitude
Consumer behavior
Consumer perception
In certain dynamic industries such as fashion, food and personal care, the dominant influencing factor pertaining to buying behavior can be:
Personal View
Opinion
Reference Group
All of these
2. (a) is the Message , below the threshold level (below the conscious level.)
1. (a) is immediate and direct response of the sensory organs to stimuli.
3.________ will happen when People look for pleasant and sympathetic messages and avoid painful or threatening ones.
Selective attention
Selective exposure
Perceptual Defense
All the above
- Expand: JND.
(a)
- When Consumers perceive and evaluate product or service or even product line based on just one dimension , it is known as
Subliminal perception
Absolute threshold
Halo effect
Nepotism
How does consumer preference influence purchasing decisions?
Consumer preference has no impact on purchasing decisions
Consumer preference influences purchasing decisions by guiding individuals to choose products or services that align with their tastes, needs, and values.
Consumer preference is only influenced by marketing tactics
Consumer preference is solely based on price
_____ is defined as the process by which an individual selects, organises and interprets stimuli into a meaningful and coherent picture of the world.
Knowledge
Perception
Motivation
Attitude
Which of the following statements about perception is false?
The study of perception is largely the study of what we add to, or subtract from, raw sensory inputs to produce our own private picture of the world.
Perception can be described as ‘how we see the world around us’.
Every consumer will perceive stimulus similarly.
Perception is defined as the process by which an individual receives, selects and interprets stimuli to form a meaningful and coherent picture of the world.
Two people driving together may spot a billboard at different times. This means they have different:
absolute thresholds.
differential thresholds.
just noticeable differences.
adaptation levels.
‘The minimal difference that can be detected between two similar stimuli’ defines:
differential threshold.
perception.
adaptation.
absolute threshold.
Another name for differential threshold is:
absolute threshold.
selective perception.
just noticeable difference.
sensory adaptation.
In the late 1950s, a cinema used ______ to try to persuade patrons to buy more popcorn and drink more Coke by flashing short messages on the screen during the movie.
subliminal advertising
superluminal perception
deceptive promotion
perceptual distortion
From the consumer’s perspective, what are the two major factors that determine which stimuli the consumer will select to include?
The contrast used in the ad and the consumer’s motivation.
The size of the physical product and the consumer’s expectations.
The consumer’s previous experience as it affects their expectations and their motivations.
The consumer’s previous experience and the contrast used in the ad.
People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.
stereotyping
grouping
closure
exaggeration
The relationship between an object and the background on which it is portrayed is referred to as the:
figure and ground.
subject and contrast.
figure and contrast.
subject and background.
‘We’ve got the best quality product in the market and we must drive home that idea to our target market,’ explained Harvey Norman. He was speaking of the need to establish the product’s:
location.
identity.
image.
positioning.
Perception is the result of:
physical stimuli.
an individual’s predisposition.
an individual’s culture.
both physical stimuli and predispositions.
Which of the following is true pertaining to the stage process that is used to give meaning to the stimuli received through the five senses?
I EXPOSURE
II ATTENTION
III PERCEIVED
IV INTERPRETATION
I, II AND III
I, II AND IV
I, III AND IV
I, II, III AND IV
........................... is the level of intensity at which a sensory stimulus is detectable or becomes noticeable to an individual's sensory organs
sensory threshold
sensory threshold
Absolute threshold
Subliminal perception
.................................. is a relative concept that refers to the difference in intensity between two stimuli before a consumer can perceive that these two stimuli are different
absolute threshold
differential threshold
sensory threshold
subliminal perception
............................ with electronic billboards or electronic retail shelf tags, marketers attempt to capture consumer attention by the principle of movement.
Involvement
contrast
Movement
size of stimuli
................................. all else equal, larger items garner more attention than smaller ones.
Contrast
Size of stimuli
Involvement
Movement
Colour photo in a newspaper was extremely effective in getting attention. Refer to which factor that get attention?
Involvement
Movement
Size of stimuli
Contrast
- Gestalt psychology emphasizes on
That the whole of anything is greater than its parts
Unique personality traits
Halo effect
Subliminal perception
4.Image of the product in the minds of the customer is called
Branding
Targeting
Positioning
Prospecting
Which of these statements reflects positioning strategy of people differentiation?
Brands can be differentiated on features, performance, or style and design.
Through speedy, convenient or careful delivery
Hiring and training better people than their competitors
Convey product’s distinctive benefits and positioning.
'It is a succinct descriptions of the exact position that the product is to take in the minds of the target market'. This refers to __________.
target market
segmentation
positioning map
positioning statement
When a company emphasizes its product's unique feature that competitors cannot match, it is using:
Price leadership positioning
Competitive positioning
Unique selling proposition (USP)
Customer-oriented positioning
According to the four listed in the text, which one of these is NOT a positioning strategy?
Symbols
Salient Attributes
Competiton
Value Positioning
What is the primary objective of product positioning?
To increase the price of the product
To identify the target market
To differentiate the product in the mind of the consumer
To distribute the product in as many outlets as possible
A company that positions its product as the most durable option in the market is using:
Benefit-based positioning
Feature-based positioning
Usage occasion positioning
User-based positioning
Repositioning a product is usually done when:
The product has reached the maturity stage of its life cycle
The target market's needs and preferences have changed
The product is first introduced to the market
There is a decrease in the cost of goods sold
Which of the following is crucial when creating a positioning statement?
A detailed list of all product features
The history of the company
A clear articulation of the product's unique value
An overview of the global market
