“Perception is the process of sensing, selecting & interpreting consumer stimuli in the external world” (Wilkie 1994)
“… is how we see the world around us” (Schiffman & Kanuk 2003)
Today we talk about perception and how people understand the things. Everybody is different and their minds perceive differently then others.
Reference:http://tutor2u.net/business/marketing/buying_stimulus_model.asp
In the above model marketing and the others stimuli put the customers in the middle and produce certain responses. Marketing management must try figure out what is going on in the customers minds. The first stage of understanding buyer behaviour is to focus on the factors that determine the buyer characteristic in the middle. These can be showed as follows:
Reference: http://www.marketingteacher.com/Lessons/lesson_consumer_buying_behaviour.htm
The second part of the lecture was discussion about five senses which are: touching, smelling, seeing, hearing and taste. We had a couple of experiments. on a first one the shown to us ad and we had to guess who are the receivers and why? Second experiment was association with a pictures on a books' covers and the third shown how much is important the music in a advertising. i will show you my favourite ad where the music is great. Enjoy!
Those experiments were very interesting because we find out what kind of ads are passed to males and females.
Men prefer clear, straight ads with dark colours - they doesn't like to think about it to much, women in turn to men like bright colours, something have to be in a background and they need time to analyse and find out the meaning of the advert.
Women and men as a potential client have to make some steps before they decide if they want to buy a product or not. To show what kind of steps they use i will use a scheme:
Reference: http://tutor2u.net/business/marketing/buying_decision_process.asp
Next week will be even more interesting because we have to do own experiment and represent to the group.
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