Disclaimer: Did you ever think that knowing psychology is crucial in marketing and that it may help in successful sales and in attracting the right customers? It helps, and it is widely used in marketing.
Now we will discuss one of its most important concepts: the perception marketing. What is perception marketing? How is the psychological concept of perception used in marketing? Let us start with the definition.
Perception in marketing means learning how a consumer analyses and interprets the information which he or she receives through the senses and sensory receptors (ears, mouth, eyes, etc). Conception marketing is the use of this process in sales and advertising in order to make it more effective.
For example, did you ever smell your favorite perfume? Or probably you have caught a smell of your favorite fry chicken in McDonald’s? This is how perception marketing works, and how we choose what to buy. This is called the Purchase Decision Process.
Our perception is very selective. This is how we pay attention to some things and disregard the rest. Our perception is formed by life experience, memory, desires, and lessons of life. All this is used in studying the consumer behavior. Here are the stages of perception process:
- The primitive categorization: isolating stimulus
- The cue check: analyzing characteristics before choosing
- The confirmation check: making selection
- The confirmation completion: final evaluation of selection
Everything plays a role in the consumer choice. The smell, mentioned above, the sound (probably playing of your favorite music band), the color, the way how the package is designed.
There are also theories that colors can have an effect on people. Pink rooms can calm down prison inmates, and yellow telephone booths raise blood pressure. Background music is often used in stores to relax customers and to create an appropriate mood. The background music is also used in ads by time compression technique.
The touch is used for tactile experiences when we touch the product, say, clothes, to see how it will feel on our skin, or to hold a book of your dreams in your favorite bookstore, or to test a car on the road on a drive test.
The taste is used by the food companies to develop new tastes and to do blind tests to see if the product tastes as it should. Did you ever see those men and ladies at your local supermarket giving you some small pieces of cheese, chicken, hamburgers, and other food to taste for free? This is the blind test at work.
A seller must build a consumer trust in order to increase sales. So he or she must use perception methods in marketing to succeed. Here are these methods:
- Connection and comparison: getting at consumer’s emotion and comparing to competitors
- Use of demonstration: offering solutions, showing what you offer, building a trust
- Listen: demonstrating a willingness to help
- Align and symbolize: reflecting cultural symbols of the customer to show respect to him or her.
- Identify: analyzing clients and missed contacts
- Discover: analyzing business and its history
- Report: giving a summary of strengths and weaknesses of a business
- Brand: building a strategy for future sales success
Does perception marketing work? In many ways yes, since it is based on analysis and investigation. If a particular method fails to work, probably the marketer has chosen a wrong strategy. Marketers work with psychologists and conduct perception campaigns to see what’s working. Here are the components of such campaigns:
This is only a general information about perception marketing and how it works. It does work, as seen from above, and the consumer is not always aware of it. When you will go to a store next time, or when you even order something online, watch yourself and your reaction.
Yes, visual and sometimes hearing perception works when you buy or download something online. As a seller, now you will know another working method to increase your sales.
- Cross, Vanessa. “The Stages of Perception in Marketing.” Chron, http://smallbusiness.chron.com/stages-perception-marketing-22161.html Accessed 19 Jun. 2018
- Fisher, Christian. “Perception Methods in Marketing.” Chron, http://smallbusiness.chron.com/perception-methods-marketing-67368.html Accessed 19 Jun. 2018
- Monger, Brian. “Understanding Perception for Marketing.” CompuKol Communications LLC, https://www.compukol.com/understanding-perception-for-marketing/ Accessed 19 Jun. 2018
- Influences of Personality in the Consumer Decision Process. Lumen, https://courses.lumenlearning.com/boundless-marketing/chapter/influences-of-personality-on-the-consumer-decision-process/ Accessed 19 Jun. 2018
- Perception Campaign: How Do Your Customers and Prospects Really See You? Conveyance Marketing Group, https://www.conveyancemarketinggroup.com/perception-campaign/ Accessed 19 Jun. 2018