PERCEPTION
Perception
-decides how we see the world around us; awareness and interpretation of reality
-process to select, organize and interpret stimuli in a meaningful way.
-Individual specific.
-Subjective vs Objective Reality (Coffee; Beverages)
-Perception is the reality for consumers and, their decisions and actions depend upon it.
-Positioning- creating a distinct image
-Difficult or easy to change perceptions? - Learning
How consumers form perceptions?
- Raw sensory input (Addition/Subtraction)
- 1) Physical Stimuli or Sensory Input 2) Needs, wants, motives, expectations, personality and experiences
- Interaction between these lead to interpretation
Stimuli
-Any input to any of the senses
-Sight (Vision), Smell (Olfaction), Touch (Tactile), Hearing (Auditory) and Taste (Gustation)
Sensory Inputs
Sight
Most accessible; Packaging; Placement; Design
Sound
Hotels; Absence of sound; Dopamine; Wine experiment
Scent
Enhanced shopping experience; stay longer
Touch
Persuasive tool; Touch by other consumers or employees; Likely purchase
Taste
Heinz Ketchup; Moderation by sight and sound-Smoking; Tasting sessions
Which of these sensory inputs can be used by any existing brand to
enhance customer experience?
NOTE ON SENSORY MARKETING
Marketing that engages the consumers' senses and affects their perception, judgment,
and behavior." It helps brands create stronger memory associations and can
significantly impact how products are perceived — beyond price or function.
Multi sensory experience through subconscious triggers to create additional value
Forges emotional connections between consumers and a brand, ultimately enhancing
customer loyalty, purchase intention, brand differentiation and brand recall.
Sensation- When stimulus activates the receptor cells of a sensory organ
Stimulus- Any input to any of the senses
Perception- Awareness or understanding of sensory information
Sensory Adaptation
Just Noticeable Difference
The minimal difference that can be detected between two
similar stimuli
Change in price or quantity vs Product Improvements vs
Packaging
Avoiding vs promoting JND (Coke; TVs)
Subliminal Perception
Reception of stimuli beneath the consumers conscious
awareness but strong enough to be perceived by one of the
receptors
https://www.youtube.com/watch?v=LMzbwa6PvEE
Popcorn and Coca-Cola sale in theaters
IBM vs Apple- Creativity test
https://www.youtube.com/watch?v=SKL20MFjoNQ
WHAT BRANDS NEED TO DO TO BEAT THE
'CHEAP' PERCEPTION
Cheap vs Affordable Perception
How you present the offering?
Which product attribute is important (Determinant Criteria)?
High value with desired attributes vs price as the most important attribute
Can you control the perception of the customers?
Brand Positioning
Why cheap perception works for certain business like Amazon and Walmart?
HOW WE PERCEIVE STIMULI
1. Perceptual Selection
Selective Attention
Depend on- 1) Motive 2) Expectations 3) Previous experience 4) Contrast
Perceptual Defense- subconsciously screen out stimuli which is psychologically
threatening
Cigarettes
2. Perceptual Organization
Organize stimuli in groups to which it appears to belong and perceive them as
unified wholes for easy processing
A. Figure and Ground- describes the interrelationship between the stimulus
(figure) and the environment or context in which it appears (ground).
Contrasting effect is perceived more clearly.
Focus should remain on figure not ground- Product Placements or
Advertisements (BMW; Kmart; H&M)
B. Grouping- facilitates memory and recall
C. Closure- if the stimulus is incomplete, they try to figure out its complete
meaning
3. Interpretation
Intrinsic Cues- physical characteristics of the product- size color, taste, aroma
Extrinsic Cues- characteristics not physically inherent in the product- packaging, price,
promotions, country of origin
Stereotyping
Biased notions that people carry in their mind about the meanings of various stimuli
Makes processing stimuli quicker and easier.
Oversimplify image positively or negatively.
Triggers of Stereotyping
A. Physical Appearances
(Enhancement products vs Problem Solving products)
Lunch date- https://www.youtube.com/watch?v=epuTZigxUY8
Louis Phillipe; Van Heusen; Allen Solly, Peter England
B. Descriptive Terms- Food name difficult to pronounce
C. First Impression
D. Halo Effect
SENSORY BRANDING: OREO IN THE INDIAN CONTEXT
Issues- Market Share; Growth rate; Occasional Treat; Aspirational Value
Oreo- Association, Bonding, Rituals
Dark Fantasy- Luxury experience, Sensory
Pure Magic- Treat for self
Stereotypes
1) Children- Youngsters
2) Daily Snack- Important Occasion
3) Guilt
4) Variety seeking
Consumption Dimensions to understand value perceived by consumer
Functional Dimension
- Solve Problems; Provide Practical and Utilitarian Benefits
Experiential
- Providing Sensory Stimulation; Feelings, Experiences; Emotional Connection
Symbolic Dimension
- Self-image Enhancement; Belongingness; Social Meaningfulness
- Expressing values and Self-image
Importance of Perception in Consumption Context
Reading- Want to Perfect Your Company’s Service? Use Behavioral Science (Covered)
THANKS
