VISUAL AND CONSUMER BEHAVIOUR

How Visual may Influence our Behaviour as Consumers

Summary3

Introduction4

Research Aims/Objectives4

Main Section4

Cognitive Theory5

Discussion7

Visual or Sight11

Conclusion13

References14

Summary

Perception refers to the way in which consumer give meaning to the environment, with the senses as the information receptors from the world. Perceptions are created; depend upon information, which is received from the world by the five senses - sight, taste, feel, smell and touch. When, marketers target the senses of consumers, as a result, consumer shape emotional bond by sensory experiences, as well as the senses is directly associated to sensations. One of the significant senses that influence consumer behaviour is sight. Since, consumers memorise visuals from the brand communication and words, and it is significant for marketers in creating stimulating visual, which will have memorable brand visuals.

How Visual may Influence our Behaviour as Consumers

Introduction

Nowadays, competition and globalisation make it complex for marketers to gain attention of consumers towards their brands. Perception can be defined as the process through which people select, organise and interpret stimuli by means of 5 senses, which are taste, touch, smell, sound and sight. Perception refers to a mean by which customer give meaning and interprets to the external environment. Perception forms when a customer forms a “ruling” regarding like or dislike. The brand perception is dependent on the judgement of consumer of a range of stimuli, which are related with a brand, in terms of extrinsic and intrinsic attributes like cost and packaging. Studies on sensory may thus, emphasise on one or more attributes of the product (price, extrinsic or intrinsic).

Research Aims/Objectives

Along with the challenges faced by marketers in influencing consumer behaviour with the advent of technology and media options, this study examined the effect of senses on consumer behaviour. The main aim of this study is on assessing the visual may influence consumer behaviour.

Main Section

The concept of marketing asserts that the beginning point in the brand presentation is with needs of the consumer. Marketers intend to target the needs of consumers to create brand acceptance, and eventually result in increased sales. The common communication tools used to appeal consumer needs through television, radio, billboards and packaging. Sensors like sight, hearing, taste and smell may greatly have effect on consumer behaviour. Studies revealed that vision (sight) has a vital impact on the consumer behaviour. For example, in a retail store, several visual cues are the basis of consumer judgements. When consumer enters a store, judgments dependent on spatial perceptions are probably to be significant in influencing choices. Store choices of consumers are partly based on perception of the assortment. Briefly, it is easy for the consumer to remember things or recall what they see rather them hear, smell and others sensors.

Cognitive Theory

Under cognitive theory, consumers are ones who actively use information and are problem solvers to master their surroundings. In the context of marketing, consumers use stimuli (information about burned) to build a perception, and eventually, address the needs of the consumer. Consumer received brand information through the senses in the form of ...