Part of our coarse is based on perception the perception that consumers have of brands and those brands mean to them. To look further into peoples perceptions on brands a test was to be undertaken to see what people thought of their favourite brands when one the sense were taken away. We have already delved into senses and perception in a previous blog of mine referring to one of the lectures which stated that we use are sense as one of the starting points to interpret what we are seeing to create a perception about what we are looking at. By taking a persons sight away will this alter there perception of the brand?
The experiment to place on cold dark winters night in basement underneath the university. Ok no it didn't it took place in my house were my family and friends were involved. The experiment will consisted of using the same flavoured fizzy drinks from different brands and putting them against each other in consumer tests. The fizzy drinks paired off against each other where Tango vs. Fanta, Coca Cola vs. Pepsi and Sprite vs. 7up. The in the test we used the same six people in each head to head of the fizzy drinks. First we got them to choose their favourite drink out the two similar brands then we blindfolded the test subjects and got them to taste brands not knowing which one they drinking to see if their choice differed. The results were interesting as people did differ and choose different brands, here's the evaluation to shed light on the goings of the test.
Evaluation
There any many links between both the theory I have examined and the test I have undertaken. Firstly the perpetual process proves that we have certain perception on things that have some form of meaning to us and the way we build our perceptions can sometimes be a weak analysis of the actual thing we are perceiving. To relate this to our findings the test subjects had their own perception on which drink they preferred at the start of the experiment. Once their stimulus are limited perception also becomes limited. People do not perceive a single stimulus in isolation (Consumer Behaviour 2006) this means perceptions are made up from more than one stimulus stating the fact that once your stimulus limited through the taking away of your sight you have half perception meaning you can only go on your memories of the taste of that drink and what your perceiving that taste to be. This is why in my findings I have people who choose their favourite brand at the start differing to other brand other brands once there stimulus are limited because they can not build up a full perception on the drink.
Most of the tests subjects went with their original choice proving that taste is factor in their perception but you can also see certain people more influence by brand choice or familiarity tend to maybe more susceptible to differing to a different drink. The test results did not define peoples perceptions but they certainly give us an idea of the way people to perceive things and how perceptions are formed in different ways.
The decision making process shows each person with a need for something in this example a fizzy drink but is it the need for the taste or more the desire the brand has created. There is a possible chance that through my findings the people who have chosen different brands in the taste tests to their original choice are buying that drink for the perception that the company brand has built up for them and not the taste?
Thursday, 29 April 2010
Oh charity oh goloruis charity!
Charity yer I do bit within my marketing course this year 2010 we were given the task of doing an event for charity a group of five of us choose Kids in Sport a charity that helps disadvantage kids play sport we raised over £250 for the charity on the day. But since then I've taken it upon myself to volunteer for the charity on regular basis so yer basically I do my bit.
From my lecture with Ruth on charitable giving I learnt many factors of which affect peoples behaviours when giving to charity so Ill run through them and give you my own take on them. Personal disposable income so basically rich and well of people who have nothing better to spend their money on I suppose its better than spending it on hard class A drugs. Life experience which I feel heavily influence people if you have lost some through a disease that a charity is fighting then you will feel some emotions towards this charity thus for feeling the want if not the need to give to them. I haven't myself lost anyone through a disease but I regularly give to cancer research just based on my values systems which is a factor that will influence people to give to charity and that doesn't mean I give because my values are that if ever get cancer I can say get that sick boy out that bed I probably paid for that you couldn't be further from the truth. Advertising campaigns can also affect people behaviours towards giving to charity please take time to look at the video below.
How can you say after seeing that advert that the thought didn't cross your mind that you should give to the NSPCC. Although advertiser cant plant that seed in your mind it is only you that can make a difference (I sound like a charity advert now) so advertising is defiantly an effective way of effecting peoples behaviour when giving towards charity's.
Now to get into the nitty gritty of charitable giving with some exciting figures from you guessed are no it all friend Mr mintel. Hi there Mr mintel. Hi there george. Ok ill stop now according to mintel figures on a repot on charity in 2008 Age is key with 35% of 16-24-year-olds falling into this group. If 16-24s were to be positive but inactive at the rate of the average population (26%), this would equate to the charity market missing out on a potential 725,000 well-meaning consumers. Missing out on large gap in the market on young charitable givers this could be down to many reasons lack of disposable income, the recession or is it just the lack of interest in giving to charity in that age group. So what are char ties doing to help the younger generation get involved in charitable giving mintel states in the same report that Charities are increasingly using celebrities to help raise awareness and generate funds, with a new wave of younger celebrities getting involved. Is this new wave younger celebrities a choice by charities to appeal to younger audience I can not say but the underling fact is there is a gap in the 18-24 year old market for charities which is begging to be filled.
Although one fact is clear from mintel is that the total sector income and income per charity have risen and that there are a huge number of charities in the UK market, and relatively few newcomers. Which indicates that although the market seems to be full with little room for new charity's the market is still growing. Its could also indicate in my further analysis that and increase in the number of charities in the market could result in a lack in specific growth in smaller charities due to overcrowding in the market never the less this is me analysing this at 1 in the morning drinking coffee mintel reports show forecasts that the UK charities market will grow by an estimated 46% to reach a value of £7.3 billion at current prices over the period 2007-12. In real terms, with inflation for all items taken into consideration, this represents a 32% rate of growth. Which possibly deters the point I've just made and that most likely because charity's are good thing there will always be growth within the market.
To finish of this blog Id like to make a bold and obvious point charity is good thing its can make us feel good and give the people that suffering a chance to feel good to but please don't stop me in the street asking if i want to sign up to charity an donate if I wanted to give to the charity of autistics owls I would so if you see me in the street just leave me alone I no your trying to make a difference whilst getting paid minimum wage but I don't care let me care about what I want to care about please. On that I say Aviour to my French Readers, hasta luego for my Spanish readers and get lost to my German readers. Just joking no one remembers the war.
The Tweenies!
No not the lovable children's tv characters the tweenies just though i should clear that one up before this blog becomes most confusing. 
But the marketeers dream which are known as the tweens aged from 7 - 12 years old tweens draw in over 200 billion pounds a year alone in the US on products bought by themselves through pocket money. To summarize a tween in retrospect its when he or she rejects more childlike images and associations and aspires to be more like a teen businessweek (2005). Making there influence in the product market incredibly strong and useful to marketeers. Due to tweens having a major pester power which means the power they have by repeated nagging, of influencing their parents to buy advertised or fashionable items phrase.org (2010). This is why it is important today marketeers to tend to tweens advertising needs.
With kids getting older a lot faster in modern day society in my view to over expose adult content in the media. Young children tend aspire to older role models more so and want to act older than there current age. For example the Guardian journalist Vic Groskop quotes saying that is common thing for young for 6 to 7 year olds girls to have sleepovers and exchange makeup and clothes. It seems like a hot topic for young children are brand names and they communicate through these brands as they are in thing to discuss and follow.
The market for tweens is ever growing with stores such as . Build-A-Bear, Paint Your Own Pottery, and the American Girl Store are just a few retail stores that were specifically designed for tweens—and namely tween girls brandchannel (2005). It does seem to make me laugh that its mainly dirrected at tween girls these stores it just most be from early age that females develop this urge to shop. But also the tween market for boys is ever extending its value.
But the marketeers dream which are known as the tweens aged from 7 - 12 years old tweens draw in over 200 billion pounds a year alone in the US on products bought by themselves through pocket money. To summarize a tween in retrospect its when he or she rejects more childlike images and associations and aspires to be more like a teen businessweek (2005). Making there influence in the product market incredibly strong and useful to marketeers. Due to tweens having a major pester power which means the power they have by repeated nagging, of influencing their parents to buy advertised or fashionable items phrase.org (2010). This is why it is important today marketeers to tend to tweens advertising needs.
With kids getting older a lot faster in modern day society in my view to over expose adult content in the media. Young children tend aspire to older role models more so and want to act older than there current age. For example the Guardian journalist Vic Groskop quotes saying that is common thing for young for 6 to 7 year olds girls to have sleepovers and exchange makeup and clothes. It seems like a hot topic for young children are brand names and they communicate through these brands as they are in thing to discuss and follow.
The market for tweens is ever growing with stores such as . Build-A-Bear, Paint Your Own Pottery, and the American Girl Store are just a few retail stores that were specifically designed for tweens—and namely tween girls brandchannel (2005). It does seem to make me laugh that its mainly dirrected at tween girls these stores it just most be from early age that females develop this urge to shop. But also the tween market for boys is ever extending its value.
Socail Class my A%$£
Definition: Status hierarchy in which individuals and groups are classified on the basis of esteem and prestige acquired mainly through economic success and accumulation of wealth. Four common social classes (in their descending order) are: (1) Upper class, (2) Middle class, (3) Working class, and the (4) Lower class. Bussinessdictionary (2010).
My definition: People see social class as something that is dependent on wealth yet to refer to Michael Carrol winner of 9.7 million in the lottery in 2005 is proof that money doesn't make you of a certain class only of a certain wealth bracket follow the link for further info about Michael Carrol . Class I believe is something you are born into it doesn't mean that you stay that class forever but for your class to change so do your attitudes and values. For instance a rich man loses all his money and has to take a normal everyday working class job he still remains with the same group of rich friends as they still accept yet his income isn't the same what class does this make him? I believe that wealth is factor and social etiquette are both just as important to what class you fall into.
To analyse the two diagram above you can see over a century how much our social class have changed and how much they are interlinked with each other now as a lot of different close social class will mix together people of the same social background will stick together but in modern day society I don't believe this is always the case. I went to secondary school in Henley a very posh area of Berkshire home to the rich and famous but also housing working class people. The school I went to was a comprehensive school with a mix of wealthy and poor people yet once stripped away of your worthily possession and all given the same uniform it was hard to tell the rich from the poor yet none the less most the groups which ended together were the poorer kids with the poorer kids and the richer kids. Yet my social class was slap bang in the middle and I found my self being excepted by both groups which to analyse this there is a fine line between classes these days and to switch social class is lot easier than it used to be. At the turn of the century everyone new there place and stuck to it these days its a lot easier to find yourself in different social class groups over your lifetime.
The advert above optimises an advert made for upper class people or people that aspire to bee seen as upper class. It shows class the high life everything that say some with wealth would want a car to portray their lifestyle.
The add above is one of Skoda's many repositioning ads but if you look closely into the add the target market remains the same. It offers all the luxury's a working class citizen could want for an affordable price and Skoda use an average person in turn to demonstrate the type of buyer using an average everyday scenario to relate to working class people.
Well this cover my little piece on social class to sum it all up I believe that soc ail class is something were born into which will stick with us for life yet we all have the potential to climb or to fall in life depending on our choices as in today's society you can be who you want to be.
My definition: People see social class as something that is dependent on wealth yet to refer to Michael Carrol winner of 9.7 million in the lottery in 2005 is proof that money doesn't make you of a certain class only of a certain wealth bracket follow the link for further info about Michael Carrol . Class I believe is something you are born into it doesn't mean that you stay that class forever but for your class to change so do your attitudes and values. For instance a rich man loses all his money and has to take a normal everyday working class job he still remains with the same group of rich friends as they still accept yet his income isn't the same what class does this make him? I believe that wealth is factor and social etiquette are both just as important to what class you fall into.
To analyse the two diagram above you can see over a century how much our social class have changed and how much they are interlinked with each other now as a lot of different close social class will mix together people of the same social background will stick together but in modern day society I don't believe this is always the case. I went to secondary school in Henley a very posh area of Berkshire home to the rich and famous but also housing working class people. The school I went to was a comprehensive school with a mix of wealthy and poor people yet once stripped away of your worthily possession and all given the same uniform it was hard to tell the rich from the poor yet none the less most the groups which ended together were the poorer kids with the poorer kids and the richer kids. Yet my social class was slap bang in the middle and I found my self being excepted by both groups which to analyse this there is a fine line between classes these days and to switch social class is lot easier than it used to be. At the turn of the century everyone new there place and stuck to it these days its a lot easier to find yourself in different social class groups over your lifetime.
The advert above optimises an advert made for upper class people or people that aspire to bee seen as upper class. It shows class the high life everything that say some with wealth would want a car to portray their lifestyle.
The add above is one of Skoda's many repositioning ads but if you look closely into the add the target market remains the same. It offers all the luxury's a working class citizen could want for an affordable price and Skoda use an average person in turn to demonstrate the type of buyer using an average everyday scenario to relate to working class people.
Well this cover my little piece on social class to sum it all up I believe that soc ail class is something were born into which will stick with us for life yet we all have the potential to climb or to fall in life depending on our choices as in today's society you can be who you want to be.
Intro to blogging!
Apologies for not posting this sooner only just releised I hadnt posted this wipper snapper.
Did my first blog today with Ruth and I must say I throughly enjoyed it a great way to express your thoughts and opinions. Especially the opinions part I have some many to possibly express them all in one lesson would be very time consuming so to be able to pop them on the internet with an oppertunity of my thoughts being read by the masses well all in all thats quite exciting. Are first less was based around perception ad the theortical idea of the way we perceive people before we even got to no that person. Which I found most interesting and defiantley inspired me to right a good little first blog which Iam very proud of!
So hello from me and hello from this guy.
Did my first blog today with Ruth and I must say I throughly enjoyed it a great way to express your thoughts and opinions. Especially the opinions part I have some many to possibly express them all in one lesson would be very time consuming so to be able to pop them on the internet with an oppertunity of my thoughts being read by the masses well all in all thats quite exciting. Are first less was based around perception ad the theortical idea of the way we perceive people before we even got to no that person. Which I found most interesting and defiantley inspired me to right a good little first blog which Iam very proud of!
So hello from me and hello from this guy.
Perception Senses!
We live in a world full of images not just the ones we see but also the ones that people or brands portray. The way we perceive things within life is through the human art of perception this blog will explore how the human brain perceives things by the use of are five sense.
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.
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.
Wednesday, 28 April 2010
Memory and Nostalgia
Memory involves a process of acquiring information and storing it over time so that it will be available when needed (Soloman, 2006,p.72). Marketeers can use memory as tool when advertising by creating adverts that will trigger of past memories of the viewer to engage them with the product. Please take a look at the video below my friends so I can analyse it can you can marvel at how great I am.
This video taps into the hearts of people but can also unlock memories we have stored, everyone has lost someone in their life close to them and this advert is tapping in that and peoples emotions from previous memories to get a response out the viewer. These are called flashbulb memories (Flashbulb memories are distinctly vivid, precise, concrete, long-lasting memories of a personal circumstance surrounding a person’s discovery of shocking events uic.edu 2010) Therefore utilising memories in advertising is a a very useful marketing tool.
Nostalgia
Nostalgia: a bittersweet emotion when the past is viewed with sadness and longing; many "classic" products appeal to consumers memories of their younger days (Soloman, 2006,P.653). The statement above epitomises what this video is to me.
Aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaah. This video is amazing I think I'm in need of a time machine. Nostalgia is great way to advertise to consumers by evoking a re-established connection may explain why consumers powerful nostalgic reactions to products, songs and pictures they haven't been exposed to in years. That's why bringing out new products based on peoples old love of the past times can ignite them to want a product that used to be a found memory for them such as VW did by bringing back the Beetle.
This video taps into the hearts of people but can also unlock memories we have stored, everyone has lost someone in their life close to them and this advert is tapping in that and peoples emotions from previous memories to get a response out the viewer. These are called flashbulb memories (Flashbulb memories are distinctly vivid, precise, concrete, long-lasting memories of a personal circumstance surrounding a person’s discovery of shocking events uic.edu 2010) Therefore utilising memories in advertising is a a very useful marketing tool.
Nostalgia
Nostalgia: a bittersweet emotion when the past is viewed with sadness and longing; many "classic" products appeal to consumers memories of their younger days (Soloman, 2006,P.653). The statement above epitomises what this video is to me.
Aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaah. This video is amazing I think I'm in need of a time machine. Nostalgia is great way to advertise to consumers by evoking a re-established connection may explain why consumers powerful nostalgic reactions to products, songs and pictures they haven't been exposed to in years. That's why bringing out new products based on peoples old love of the past times can ignite them to want a product that used to be a found memory for them such as VW did by bringing back the Beetle.
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