As far back as the 1760's, the famous philosopher Immanuel Kant proposed that our knowledge of the outside world depends on our modes of perception. In order to define what is "extrasensory" we need to define what is "sensory" scientificpsychic (2006). Traditionally the five human sense are taste, touch, sight, smell and hearing. Using these five sense we can interpret things we see around us it is the start point for the perceptual process once the brain is triggered into thinking about another object or life form.
Marketeers can use all five sense to get a reaction out of consumers to make them become more aware of their product.
Vision
Marketeers rely heavily on seducing the consumer with visual elements for example advertising, store design and packaging. The power of colour can help marketeers to provoke positive and negative feelings like a dark black advert will promote a negative point of of view, whilst an advert with extreme bright colours will promote a fun and exciting view of the product or service on offer. Colour is pacifically important when branding a product colours represent feelings, emotions and can symbolise anythingfor instance you see soup in a red tin automatically you think tomato soup thats why when branding a product colour is key for marketeers so they can represent the right image and create a good perception for the consumer of the product.
Smell
Marketeers can use smell to provoke emotions and also to relieve stress this is helpful as a smell can give that product the cutting edge. Or even with a perfume for example a touch of pink my EX girlfriend as you can see I put the ex in capitals to stress the point that shes an ex for a reason. Anyway back to the topic at hand she used to were a touch of pink by Lacoste and the fragrance somehow made me perceive what a light touch of pink would smell like impossible as it is colour never the less product designer and marketers can create that illusion for the consumer.
Sound
Many aspects of sound affects peoples behaviours. By use of background music in adverts, stores ect. Marketeers can create the consumer to respond in different ways. The correct term for this is muzak It said to contribute to consumer buyer behaviour. To be honest I think sound can effect are mood for example music but it really depends uniquely to a person on what music or sounds affect them.
Touch
Marketeers can market the feel of their product differently sometimes based on the feel of product for example a jumper you can sense a quality in product which is true by touching a jumper from Primark compare to a Hugo Boss jumper without seeing the product well I could, maybe its just me or maybe I am a little sad but none the less this seems to be the case. Consumers will also consider the smoothness or finess of a product as indication of quality. Roughness can be a sort after quality for men and smoothness likewise for woman as we all no in the 21st century this is not always the case.
Taste
Just from taste we can usually tell the quality difference between similar products without even looking at the packaging or can we? To be perfectly honest I prefer Sansiburys own cider to the big brands like Magners and Bulmers. Consumers are recruited by many company's to taste test products and for months on end they will continue this tasting process until the right taste goes along with their brand image. In my first perception essay for Ruth I also did a taste test of my own Pepsi vs Cola, Sprite vs 7up, Fanta vs Tango and it was astonishing as to how many people strayed from their original favourite when they were blindfolded and couldn't see what they were drinking which showed the majority of people bought a fizzy drink purely on the basis of brand image.
Conclusion
Sense are important part in marketing to the consumer once your brand is recognised to a consumer all they have to do is make up their perception on that product by using their senses. So by ticking the right boxes of all the five senses as to what your brand image, is trying to sell itself as is key in getting that consumer to purchase your product. You need to make your product honest and true to the brand so when consumers use there sense there perception is a good one. Yes more words of wisdom from myself. God has Jesus, Kotler has me good night!
References:Soloman.(2006) Consumer Behaviour, Essex: Pearsons Education Limited.
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