Consumer analysis - sensory stimuli and perception process
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Course
Marketing
Institution
London School Of Marketing
Consumers are exposed to sensory stimuli through sensory receptors. Perception is a three-stage process that translates raw stimuli into meaning.
Discuss how marketers respond to the three stages process of perception and outline potential strategies they can use to get attention for their produc...
Consumers are exposed to sensory stimuli through sensory receptors. Perception is a three-
stage process that translates raw stimuli into meaning.
Discuss how marketers respond to the three stages process of perception and outline
potential strategies they can use to get attention for their products during all three stages.
Sensation is the ability of our five sense organs to sense a stimulus. It is an auto reflex mechanism of
our sense organs, i.e. eyes, ears, nose, tongue, and skin towards a stimulus in the environment. This
stimulus could be anything, a person, object, situation or thing. In terms of marketing, it could be a
product or brand. Thus sensation is the reaction or response of a sense organ or a sensory receptor
towards a stimuli.
Senses serve an important role in the decisions marketers make. For example , marketers depend
on visual aspects instore design, advertising and packaging. Marketers can create emotional
connections in consumers’ minds by appealing to their senses. “Sensorial marketing is marketing
that engages the consumers’ senses and affects their perception, judgement and behaviour.”
(Krishna,2011) The five senses are sight, hearing, taste, touch and smell. Sensory marketing is a
method of getting the interest and trust of the consumer by appealing to their senses.
Sensory marketing effects are subtle and often subconscious. Although customers may identify
details, these minor stimuli are not perceived as direct marketing. Marketers utilize these
unconscious cognitive signals to enhance brand awareness and memory, create stronger brand
loyalty and influence purchases.
Looking at Abercrombie & Fitch they chose the night club theme. Visiting the store offers a multi-
sensory experience with techno music, a very present perfume in the air, lighted zones enhancing
the products and clothes laid out on open tables. Employees are encouraged to develop tactile
feelings and adopt a friendly behaviour to develop attachment with customers. Their signature
perfume Fierce is a key point on their strategy, it is very specific and applied on the clothes, then
customers bring the smell home, so the effect lasts even longer.
Sensory marketing can help a valuable product or service reach and resonate more effectively with
its target market. This, in turn, could convert a casual visitor to a loyal customer. If brands have the
opportunity to enhance the experience of their product by appealing to their consumers senses they
should. The more emotional engagement created between the consumer and the product, the more
the consumer will be prepared to pay for it.
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