Perceptual Process...

Continuing with the subject of perception, my next blog will delve a little deeper into the perceptual process. Theorists have developed many different experiments to determine a persons perception process. The first model that we looked at was ‘Kotler’s theory known as the ‘Buyers Decision Process’. This model shows the process of thought that a person experiences when buying something.


The second model that we looked at was 'Perceived Risk Model', by the Harvard Business School in the 1960's, and then was taken on and then extended by Laurent & Kapferer (1985). This model shows the different elements that a person experiences when purchasing something.

Yet these model can change order or relevance depending on the product or method of purchase. As today there are many influences in society that can change this process, for example the use of internet purchasing and purchases over the phone can effect this theory in many ways.
Before delving deeper into the models themselves, we were asked to participate in a small task. This activity consisted of us joining with others to create the face of what we perceived an 0ver 50 to look like, yet instead of using a simple outline to create the face, word that defined them, such as the interests, and hobbies or overall general approach to life.







Here is the picture that we were able to create. As you can see we were unable to finish him in the short space of time given to us. Such word as, ‘comb-over, Waitrose, Mobility scooter and grumpy’ were used to form his face. From this task we are now able to see how other may perceive the over 50’s both as an image and as a description.

The first model that this blog will look at is Kotlers buying decision process which is the process a person goes through when making a decision to buy a product or service (pretty much exactly what it says on the tin).
Here is the process in the stages of kotlers model.
• Problem/need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Post-purchase decision
With the first stage, the problem/recognition, is when the consumer realises or feels that they need to purchase something. For example, if the consumers laptop breaks then that is there reason or need to buy a laptop.
The second stage is the information search, this is the general search for the product or in this case a laptop.
The third stage is the evaluation of alternatives. When the consumer has search for the laptop, they then evaluate the alternative with the research they had previously gathered.
The fourth stage is the purchase decision, once the consumer has found there reason for the purchase, and researched alternatives, they are then able to make a decision whether to make a purchase or not.
The final stage of Kotlers buying decision process is the Post-purchase decision. Once a the laptop has been purchased, the consumer then experiences the final stage being post- purchase decision. This involves the consumer after thought on the product after purchasing. Using the example of the laptop the consumer will know if they are completely satisfied with there product. They may have second thoughts, or may even be completely satisfied with the research and final decision.

Here is a link to a video on youtube, it’s a very brief explanation and example of a person experiencing Kotler’s buying decision process,
http://www.youtube.com/watch?v=musALvOfMnA&feature=related

The final model that we looked at in our lecture was the perceived risk model, this consisted of 6 letters, FTPEPS.
These letters stand for 6 words that are used in Laurent & Kapferer (1985).
• Finance
• Time
• Performance
• Ego
• Physical
• Social

The task that we were asked to do involved us using this risk model, to determine how high or low the risk was to a 21year old male, when buying a car, Mobile and Lingerie for his special lady.
Car Mobile Lingerie
Finance High Medium Medium
Time Medium High Medium
Performance High High High
Ego High Medium High
Physical High High High
Social High High Medium





We then did the same for an over 45 year old male, and here were the results.

Car Mobile Lingerie
Finance High Medium High
Time High Medium Medium
Performance High High High
Ego Medium Low High
Physical Medium Low High
Social Low/Medium Low Low



As you can see from the results there were some similarities in the Finance and Performance section, showing that the Male still hold the risks of performance and Finance when making a purchase even into there late 40’s.