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Importance of packaging towards customers
Review of literature on the influence of product packaging on consumer buying behaviour
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Sensory Branding is a type of marketingthat deals with all the sense organs of a human. These sense organs are related to the brand. The sense organs in the human are related with consumer’s emotions. Brands are associated with the emotions and they get into their mind based on their senses. The multi- sensory branding has a certain feelings, beliefs, thoughts and opinions to create a brand image in the consumer’s mind.
The sensory branding consists of sight, hearing, smell, taste and touch which are present in humans and animals to perceive stimuli from both outside and inside their bodies.
Marketing technique that is used to consumer’s by using their senses to influence feelings and behaviour.
Sensory Branding is used to interact with customers
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The experiences have sensory, emotional, cognitive, behavioural and relational dimensions. These create the suitability of the products with their design and packaging, to create value in a commercial and to attract them. Most sellers particularly follow the senses of eye and sound, 99% of all brands, communication is mainly focused on the sight and sound. In many cases, the sound and smell are more effective than sight when the brand of a product or organization.
The main use of sensory branding is to deal with the senses of consumers. The sensory branding is used to understand the emotions and experiences of the consumer, when they use or buy the product. Because of this the brands can penetrate and dominant the market share, they can increase profitability by repeat purchases. Sensory branding is used to create certain an atmosphere that consumers are encouraged to pay the money and may be influenced by sight, sound, touch, taste and
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According to the Seoul International Colour Expo, the colour of a brand logo increases the brand recognition by 80% and 84% of people believe that the colour reaches the consumer when choosing a brand. There are different colours, they affect people differently for example, red is the highest tone stimulation.
Taste:
Taste is the sense, which we can identify the basic taste. The basic tastes are sweet, salt, sour, bitter, umani. These are associated with the emotions and feelings.
Touch:
Touch is the sense which considers the physical and psychological interaction between the consumer and products. The touch can control the perception of consumer, feelings and taste. Touch can be feel through material, weight of a product, softness and comfort of a product.
Sound:
The sound is the sense used to produce emotions and feelings to influence the brand experience and the most commonly used for second variable marketing and advertising was the sense of hearing. When the music combined with message, the consumer remembers when they hear the music of a product related to the brand. They can purchase the product when they recall the music.
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Taste can be described as four basic sensations: sweet, sour, salty, and bitter, which can be combined in various ways to make all other taste sensations.("How does our sense of taste work?", 2017). Taste receptors (called taste buds) for these sensations are located on various areas of our tongue: front, sweet; sides, sour; sides and front, salty; and back, bitter. There are about 10,000 taste buds, which are
...s SLK obviously clarifies how essentialness of recognition is important for a brand. In Oman how many number of consumers are eager to spend 15,000 O.R to purchase a Toyota SUV? Not that many. Anyhow many individuals might pay 15,000 O.R for Lexus SLK if it was available at that rate. Interestingly the recognition of Toyota are conservative, competitive, and common sense. However the Lexus is an image of extravagance, prevalent quality, and tastefulness. In this manner the insightful progressions of individuals' brain and perspective of brand quality influence the purchase decision making. One average sample of sensor promoting, might be Lexus with their strap line, 'The loudest sound you hear inside the Lexus is yourself considering'. It is locked in to shopper's sound sense, communication of the buyer remains in hush to test how tranquil a Lexus motor truly is.
Moving up the pyramid, the next level includes brand meaning – what are you? This incorporates performance and imagery. The product itself is at the heart of brand equity, and designing and delivering a product that satisfies the consumers’ needs and wants is crucial for successful marketing. In order to reach resonance at the top of the pyramid, the product must (at least) meet, if not surpass, customer expectations and functional needs. The goal here is to identify and communicate brand meaning. Performance dimensions consists of five categories: primary characteristics and supplementary features; product reliability, durability and serviceability; service effectiveness, efficiency and empathy; style and design; and
Lastly, behavior can also be determined by sensation and perception, the stages of processing the information gathered from the senses. Sensation and perception depicts the world for humans. Without them, humans would not be able to truly experience what is going on around them. The first step, sensation, is the gathering of the information from the outside would through the five senses: sight, hearing, taste, touch, and smell. The information is then organized and interpreted by the brain through
Sensation refers to the process of sensing what is around us in our environment by using our five senses, which are touching, smell, taste, sound and sight. Sensation occurs when one or more of the various sense organs received a stimulus. By receiving the stimulus, it will cause a mental or physical response. It starts in the sensory receptor, which are specialized cells that convert the stimulus to an electric impulse which makes it ready for the brain to use this information and this is the passive process. After this process, the perception comes into play of the active process. Perception is the process that selects the information, organize it and interpret that information.
People come across hundreds of advertisements daily without giving it a second thought. Advertisements are presented to people by TV commercials, magazine ads, billboards, radio commercials etc. They surround people in almost every aspect of life. These companies use consumer psychology to invoke emotions or feelings in the consumers to make them want the product being advertised. An extremely effective way to appeal to consumers emotions is the advertisement tool of short commercials. The company Johnson’s appeals to customers very well in their advertisements. They use the Nurture appeal to attract mothers/care takers to take an interest in their products.
Marketing professionals create, manage and/or enhance brands in order to create or bolster demand for the product. A successful marketing plan will help assure that consumers look beyond just the price or function of a product when making a purchasing decision, in part, a well planned marketing effort will create a “feel good” association about the product the consumer is about to purchase (Petty) A key part of a career in marketing is to understand the needs, preferences, and constraints that define the target group of consumers or the market niche corresponding to the brand. This is done by market research. This is accomplished through market research, essentially using survey techniques, statistics, psychology and social understanding to help gather information on what consumers want and/or need, and then designing products, or services, to hopefully meet ...
Even with commodities, there are quite a few parameters which brands can use to position themselves to capture a place in the consumer’s memory and consequently in their shopping basket. A few of the more widely accepted of them are: Consistency of Product Quality, Customization of the product to the extent possible, Providing a wider range of products, Identifying the most profit generating segments of the market and modifying or adding an offering to cater to their specific needs, Unique packaging, Emotional Branding and even basing branding on building a unique image to the extent of professing to have a brand personality. In fact focusing on getting consumers to build an emotional identification with the brand and its personality has a far longer lasting effect and builds far greater loyalty than focusing on just functional and utility attributes which a competitor would also able to easily match if not surpass.
The five senses of sight, hearing, touch, taste and smell are all sensations throughout the human body. Sensation is the involvement of sensory receptors as well as the central nervous system in order to allow us to experience outside stimuli. The system that allows us to experience sensation is the sensory system.
Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.
Buchanan et al (2001) defined Perception as a self-motivated process, since it entails ordering and attaching meaning to a sensory data that is raw. Human perception is an active process that categorises and interpret information provided by our senses and it help us to understand the key message an object they encounter. According to Payne et al (1992), the information being encountered before through stimulus are stored in our memory the way we perceive it and force consumer’s to act in a different way. In regard to the Activia and Mcdonald’s advertising, it wants people to combine their five senses, which are taste, smell, sight, hearing and touch, and by stimuli it, with the idea of filling the gap in relation to our needs
Branding on consumer purchase decisions. In order to comply with this a questionnaire was prepared and survey has been conducted among 100 respondents and data revealed that brands have strong influence on purchase decision.
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...