The process of perception
If we can only reach the consumer by circumventing the barriers imposed by perception, then it would be advisable to study the process a little more in depth.
It is clear that we perceive the outside world through the senses Greece Email List. Even small changes in the environment produce physical information that the senses can detect.
These units of information are called stimuli.
As far as consumer behavior is concerned, a stimulus can be both an advertising piece (TV or radio advertisement), as well as the packaging Greece Email List or the content of a promotion. Any effort to attract the attention of potential customers or users that generates a response will have managed to overcome the barriers of perception.
But the infinite amount of stimuli that the environment of daily life presents, forces the brain to establish limits to perception. Otherwise, not only would it be impossible to concentrate on a certain activity Greece Email List, but the overstimulation would eventually turn into madness.
So it is then that we create perceptual screens, subconscious filters that protect us from unwanted messages.
The first to appear Greece Email List are the physiological screens, those that concern the senses and work as follows: There is an established threshold for perception, a ceiling, so that a stimulus whose magnitude and intensity is less than that of the threshold, will pass literally unnoticed. We will not record it! If we are not looking to buy a car and also do not have savings for it, we will probably not pay attention to the price that the latest Chevrolet ad yells at us.
But we also develop psychological screens, which are those that impose subjective emotional criteria to filter and personalize the perceived information Greece Email List. The data induced by a stimulus are evaluated according to innate factors such as the personality and / or the consumer’s needs and other learned ones, such as self-image, attitudes, value systems, interests and beliefs. A second-rate soft drink can change its packaging or its formula, but it will still be an alternative soft drink. The cognitive process assumes that once the stimulus is detected and filtered through the perceptual screens, we are in a condition to accept and understand it. In this way, the information it contained becomes part of what each individual consumer will call “their reality”.
I know people who defend tooth and nail that Volvo equals Safety in the Automotive range.
The success of a communications and marketing strategy will be determined by the ability of the pieces to create a reality that is common to all possible prospects.
A product can mean different things or evoke different feelings in each consumer.
It will be up to the company to create its own Greece Email List universe of beliefs and feelings and be able to include it in the reality of the target market.
So don’t try to compete with the leader because that leader already occupies THAT place in the consumer’s mind.
Memory, meanwhile, is the possibility of recording events and learnings from the past in our mental repertoire. Despite your decisions, this repertoire is organized into files that allow information to be stored and used when a stimulus is linked to a specific file.
And it is precisely in these mental files where product Greece Email List, brands, categories and previous perceptions about attributes such as price, quality, satisfaction of need exist.
According to Ries, in the mind of the consumer there is a ladder of products and on each step there is a brand. Memory has a limited capacity, such as the number of brands that will be fortunate enough to occupy a space in it. Once there, if the purchase and use experience is satisfactory and consolidates consumer loyalty to the brand, it will be very difficult to change this perception.
Unfortunately, few Uruguayan companies work their products and / or their brands according to these parameters.
They tend to enter the market in an intuitive way and there is such a collection of mistakes, that the reader would be surprised!
For those who consider before launching something to the market, their deep analysis, congratulations! They are on the right track.