Consumer Perception, Needs and Motives - Essay Example

?QUESTION Consumer perception is defined as a process by which a consumer identifies, organizes and interprets sensory information to create a meaningful picture of its environment in his mind. Perception is how a person sees the world around him. Aspects of Perception As described by the definition of perception, there are three aspects of perception as described in the definition of perception: Selection Organization Interpretation (Hawkins, Mothersbaugh, and Best) Perceptual selection is also influenced by many other factors such as: Nature of stimulus Expectations Motives Nature of Stimulus Consumer’s perception can be affected by number of variables defining the nature of stimulus. Nature can include any variable such as unique color, huge or very small size, odd placement or prime placement of a print advertisement. Anything that makes a stimulus eye-catching or attention seeking affects consumer’s selection of elements for perception. For example an advertisement made in contrast of black and white may be eye catching and affects perceptual selection. Expectations Consumer’s expectations also affect how things are perceived by consumer. Consumers generally see what they expect to see. A person expecting to see some particular shop in a shopping mall will soon find out one than the one in no expectation to see that shop. Motives Perceptual selection is also influenced by consumer’s motives at that time, consumer’s current needs and desires affect the stimulus selection for perception. A consumer planning to have a vacation will be more open to resorts’ advertisements, airlines deals and hotels’ offers. These are the two major factors that affect selection of perceptual stimuli. FACTORS AFFECTING NATURE OF PERCETION Exposure Attention Interpretation Exposure Exposure highlights the stimulus to which a consumer is exposed to. Exposure can be either deliberate or random. Selective exposure is deliberate, it happens when consumers seek out for messages that are pleasant and avoid the ones that are painful. Attention Attention explains out of all exposed stimulus, on which stimulus does the consumer pay concentration on. The attention paid by the consumer can be categorized as either of high involvement or of low involvement. The extent to which a consumer pay attention to particular stimulus is affected by a consumer’s needs interests and motives at that time. A person who is price conscious may pay attention to saver deals advertisements and on discount offers. Interpretation Interpretation defines the assignment of meaning to sensations. Interpretation of stimuli is also uniquely individual process. It is different for every person as each person perceives and interprets stimuli differently and uniquely. Attention Attention occurs when any stimulus is able to activate one or more sensory receptor nerves, and the sensation produced as a result of it, goes to the brain for further processing. Attention requires consumers to allocate limited mental processing towards information processing. There are multiple stimulus and situational factors that affect on which stimuli consumers pay attention to. Stimulus factors Stimulus factors mostly include physical characteristics and nature of stimulus. Size and Intensity – any stimulus that is huge or giant in size will automatically catch attention of a person. Intensity may include the length, brightness or loudness of the stimulus. Color and Movement – the more colorful a stimulus is, the greater it has the chances to catch an individual’s attention. In addition to being colorful, if stimulus is mobile rather than stagnant, it has greater probability of attracting individual’s attention. A bright colored package is more likely to attract attention. Position – placement of the object in a person’s visual field. Mostly stimuli placed at prime location, or at eye level or somewhere that is much unexpected for an individual to expect that stimulus to be. The greater it will attract the attention. Isolation – the separated stimulus, that exists as a standalone has the ability to gather more attention as it is the only one there and there is complete absence of clutter thus there are increased chances for stimulus to get noticed. Format – manner in which the message is presented. Simple and easy to understand messages are more likely to get attention if they are well accompanied by some creativity. Contrast – the use of contrast is much used strategy to capture audience attention, as when they see two completely opposite things together they pay attention to it because two contrasting objects appear in two entirely different sets in an individual’s mind. When one sees such thing happening, one automatically pays attention to that stimulus to understand it. Situational factors Situational factors include clutter and program involvement. Clutter- clutter defines the density of stimulus in the given environment. Too much clutter of items, decreases the probability of stimulus to catch individual’s attention as individual is then not able to differentiate one item from another and perceives all as one or same thus don’t pay attention to any of them. Program Involvement- the interest of audience in the content of the program also affects the intensity of attention that consumers pay to an advertisement. If a program or content is interesting, this will have a positive effect on audience’s level of attention on an advertisement. WEBSITES Good website (Rolex) The link provided above is the link for Rolex website. Rolex that is premium watch seller of the world and is known for its exclusivity and for the aspire image of the brand. The website has effectively used the stimulus factors such as isolation, size, format, position and movement. Isolation has been used very cleverly as the page depicts one watch at one time that appears in white back ground which compels a viewer to pay all his attention directly on the product that is watch and it is also quite big in size and occupies almost 50% of the screen allows individual to pay complete attention to the watch. The website has only two colors that are white and green. But it has used white as its major color with around 90% of website depicts white color that also in a way depicts simplicity and elegance. There is a very relevant and less text appearing on the page, allowing consumer to read only relevant and important information. There is a little use of movement as well, as the website allows viewing different models and variety by using navigation icons. Figure and ground approach has been used for creating perceptual organization. Bad website (Arngren) The link provided above, represents the one of the worst designs of websites. The website is of an electronic appliances online retailer. The most important thing for an online retailer is to have a user friendly and simple website that can be easily operated by all. But this website is extremely user unfriendly. Few reasons are the inability of the website to grab focus on any one time even. There is a huge clutter of everything and all the items. Everything is coming right directly on the head thus creating burden for the reader. The website page is not even a fit to screen but having a huge page. The boxes used to represent items are of uneven sizes with no proper or equal gaps. The graphic design is too obsolete and does cause a pain in the eyes while looking at the page. Too much of text, too much of pictures, with no proper format or sequence or any proper idea have made this website a big blunder. Clutter that is a situational factor is highly evident in this website. QUESTION # 2 MOTIVES AND NEEDS Needs and motives vary for each individuals. Ever person has different needs and desires based on their personality, cultures and perceptions. There are various models for illustrating various needs that individuals possess. Two models will be described in this essay, firstly Maslow and secondly Mcguire’s model. Maslow hierarchy of Needs Physiological Needs Physiological needs are the most basic level of needs that includes food, shelter, home, air, water and sex. Safety/ Security Needs Safety needs refer to the need for protection, order and stability. Social Needs Social needs describe need for affiliation, belongings, affection and friendship. Ego Needs Ego needs describes a person desire to have status, prestige and self-esteem. Self-Actualization Needs Self-Actualization needs are needs of a person for self-fulfillments that mean to be one that a person is capable of being. ADS ADDRESSING SAFTEY NEEDS 1. React Mobile App Advertisement The following advertisement and the offering itself is based on the safety need level of Maslow’s hierarchy. (Truly Rich Mon) The above advertisement is based on the security/ safety needs of individuals. This advertisement is for a an smart phone Application namely, ‘React Mobile’ which is very helpful to keep track of loved ones and even employees or any other person to whom you are want to be connected. This application is highly useful in a situation of emergency, this application allows a person to immediately let your selected individuals know that you are in need of help through text message, e-mail, or it can also be posted on your facebook or twitter account. It provides an option to call 911 or trigger an SOS alert. The basic purpose for the development of this application is to enhance personal security. However, this application also fulfills social needs to some extent by keeping the track of their loved ones by providing in real-time information about their presence. 2. Elite Protection Advertisement (PR Web) The above ad is another example focusing on security needs by offering a house security service to feel protected. MCGUIRE’S NEEDS Mcguire’s needs model illustrates four major categories of individual’s needs, including cognitive preservation motives, cognitive growth motives, affective preservation motives and affective growth motives. These four categories are division of two major need components of individual affection and cognitive needs and two aspects are considered for both the components either growth or preservation. Mentioned four categories are further divided into their sub categories. The part under discussion will comprise of cognitive components of individual’s need that are cognitive preservation model and cognitive growth model. COGNITIVE PRESERVATION MODEL ADS ADDRESSING NEED FOR CONSISTENCY Need for consistency is a need belonging to cognitive preservation model that focus on consistency in order to remember thing. Consistency and repetition helps in remembering and understanding things better. 1. Starbucks Advertisement (Raw Law) The above displayed above shown the consistency of perfect coffee that Starbucks offer. Through this advertisement they are trying to position in the minds of their consumers if it’s a Starbucks coffee, it has to be consistently perfect. If it’s not then they might not be sitting in Starbucks then. 2. Save The Frogs Advertisement (Save the Frogs) The above shows concern for saving frogs and have consistency in world in terms of the presence of frog. Due to this purpose a support is asked for saving frogs on planet. 3. Good Earth Foundation Advertisement (Adver to Log) The above advertisement is another example for ad portraying need for consistency by depicting the need for consistency in terms of securing trees and has consistency in terms of keeping the planet green. 4. Coke Advertisement (Authentic Persuasion) The above advertisement for Coke is ensuring the same quality and most preferred taste of coke serving consistently the premium taste of cola drink ever. 5. Lotus Biscuits Advertisement (Inspirationi) The above advertisement shows consistency in relation of lotus caramelized biscuits with coffee. They have to be always together depicting consistency in relation between the two. ADS ADDRESSING NEED FOR CATEGORIZATION Need for categorization is a cognitive preservation motive that needs to remember things as they are divided or categorized to gain a distinctive image over others. 1. Kid Cuisine Advertisement (Nestle) The above advertisement shows categorization of cuisine on the basis of age segment by targeting kids only for the cuisine. 2. Fiama Face Wash Advertisement (Times of India) The above advertisement for face wash depicts categorization in terms of gender by completely positioning the face wash for men. 3. Miller Advertisement (Connell) The above advertisement shows categorization of off the offering on the basis of geography by positioning it as being American way. 4. Hummer Advertisement (Media Me) The above advertisement of Hummer is categorizing the car on the basis of psychographic segment by targeting audience who is willing to take risk and challenge, are adventurous people. 5. How to End Poverty Advertisement (Malloy) The above advertisement shows categorization in terms of social class by depicting a class of society that is poor and needs help. COGNITIVE GROWTH MOTIVES ADS ADDRESSING NEED FOR AUTONOMY Need for autonomy is a need belonging to cognitive growth models that emphasizes on attaining power, dominance and exclusivity over others. 1. Jones New York Advertisement (Retail Love) The above advertisement of Jones New York depicts women’s autonomy. 2. Nike Advertisement (Gianatasio) The above advertisement of Nike emphasizes on being autonomous through finding greatness in you. 3. HTC Droic Smart Phone Advertisement (Inofuentes) The above advertisement of HTC smart phone emphasizes on its autonomy over others by being speedier, more powerful and more incredible than ever. 4. Baby Foods Advertisement (Baby Food For Creatives) The above advertisement is another example focusing on autonomy need by portraying power to believe in oneself and having a faith that we can do it. 5. Fat Burger Advertisement (Tewksbury) The above ad for fat burger depicts autonomy by showing its exclusivity of its customers. They have autonomy over others by not being for all. ADS ADDRESSING UTALITARIAN NEEDS Utilitarian needs are those needs that fulfill consumer’s prevention goals and enhance their satisfaction through providing them some benefit through consuming. 1. Nivea Multi Active Cream Advertisement (Poulter) The above advertisement for Nivea cream provides a benefit to individuals by helping them in reaching their preventive goals. Customers who want to avoid aging or wrinkles can use this cream. 2. Any Town Insurance Advertisement (Advertising Solutions) The advertisement shown above is another example of ad focusing on utilitarian need by preventing consumers through insurance in case of any calamity or disaster. They can eventually bounce back to their lives in such a situation. 3. Caribov Coffee Advertisement (VOA) The above advertisement of coffee shows concern for having natural products and avoiding inorganic food or chemically produced products thus providing a healthier product to its customers. 4. Diet Coke Advertisement (Husten) The above advertisement of diet coke provides a benefit to coke’s women drinkers by preventing themselves from heart diseases thus keeping them healthier. 5. Prius Advertisement (KC) The above advertisement of Prius shows concern for people who avoid consuming products that are unhealthy for the environment thus by using Prius consumers will be better able to play their part in preserving the environment. Works cited Truly Rich Mon. Truly Rich Recommendations: React Mobile — An App That Enhances Family Safety. Nov. 2013. 2 Dec. 2013. PR Web. Free Next Day Installation Service for Chandler House Alarm Systems Launched by Elite Security Services to Maximize Customer Satisfaction. Dec. 2013. 2 Dec. 2013. Inspirationi. 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Feb. 2013. 2 Dec. 2013. http://www.babyfoodforcreatives.com/2013/02/run-for-white-house-best-political-ads.html Gianatasio, David. Nike Looking for Greatness in Ordinary People and Places Olympic-timed work, for once, is celeb-free. Ad week, Jul. 2012. 2 Dec. 2013. http://www.adweek.com/adfreak/nike-looking-greatness-ordinary-people-and-places-142207 Tewksbury, Drew. Top Ten Musician Restaurant Franchises (In Honor of Flavor Flav's New Fried Chicken Joint in Iowa--Yes, Iowa). LA Weekly, Jan. 2011. 2 Dec. 2013. http://blogs.laweekly.com/westcoastsound/2011/01/tk_10_musicians_restaurants.php Poulter, Sean. Banned, Nivea ad that made model of 62 look younger: Watchdog bans advert after it misled customers over effects of using anti-ageing cream. Daily Mail, Aug. 2013. 2 Dec. 2013. http://www.dailymail.co.uk/femail/article-2403530/Banned-Nivea-anti-ageing-cream-advert-model-look-younger-digital-airbrushing.html Hawkins, Dell, David L. Mothersbaugh, and Roger J. Best. Consumer Behavior: Building Marketing Strategy. McGraw-Hill/Irwin: Boston, 2007. Husten, Larry. Why is there a red dress on diet coke cans? Mar. 2010. 2 Dec. 2013. http://cardiobrief.org/2010/03/22/why-is-there-a-red-dress-on-diet-coke-cans/ Authentic Persuasion. Traditional Advertising: Coca Cola. Apr. 2013. 2 Dec. 2013. http://authenticpersuasion.wordpress.com/2013/04/07/traditional-advertising-coca-cola/ Arngren. Home page. 2 Dec. 2013. Rolex. Home Page. 2 Dec. 2013. Save the Frogs. Frog Posters in Airports. 2013. 2 Dec. 2013. http://www.savethefrogs.com/actions/airports/index.html VOA. Advertising promotes choice. 2 Dec. 2013. http://www.valueofadvertising.org/benefits-consumers-choice.php Advertising Solutions. Financial / Insurance. 2 Dec. 2013. http://adportal.reviewjournal.com/creative-services/spec-templates/financialinsurance/ KC. Ad for Toyota Prius. 2 Dec. 2013. http://kaseyxu.wordpress.com/350-2/ Adver to Log. Save Trees. 2013. 2 Dec. 2013. http://www.advertolog.com/good-earth-foundation/print-outdoor/save-trees-12038305/ Times of India. Fiama. 2 Dec. 2013. http://epaper.timesofindia.com/Repository/getFiles.asp?Style=OliveXLib:LowLevelEntityToPrintGif_TOINEW&Type=text/html&Locale=english-skin-custom&Path=TOIH/2012/07/13&ChunkNum=0&ID=Ad00113 Media Me. Hummer | Challenge Geography. Jan. 2007. 2 Dec. 2013. http://mediame.com/en/image_media/print/hummer_challenge_geography Retail Love. Jones New York – works better now. 2 Dec. 2013. http://www.retaillove.com/?tag=jones-new-york Raw Law. Freshjive abandons logo, not brand. Aug. 2009. 2 Dec. 2013. http://rawlaw.wordpress.com/> Read More