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Marketing Management: Individual Consumer Behavior Assignments

This document discusses how brands leverage different senses to connect with customers. It provides examples of brands that effectively use sight, sound, smell, taste, and touch. For sight, it mentions logos and Puma's unique products. For sound, it discusses how Apple's iPod focused on high quality sound. For smell, it notes how Starbucks and McDonald's use distinctive smells. For taste, it highlights how people stick with meals they enjoy. And for touch, it describes how the feel of products like iPhone builds brand recognition. The document aims to analyze how engaging different human senses can help create memorable brands.

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anug_2
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49 views

Marketing Management: Individual Consumer Behavior Assignments

This document discusses how brands leverage different senses to connect with customers. It provides examples of brands that effectively use sight, sound, smell, taste, and touch. For sight, it mentions logos and Puma's unique products. For sound, it discusses how Apple's iPod focused on high quality sound. For smell, it notes how Starbucks and McDonald's use distinctive smells. For taste, it highlights how people stick with meals they enjoy. And for touch, it describes how the feel of products like iPhone builds brand recognition. The document aims to analyze how engaging different human senses can help create memorable brands.

Uploaded by

anug_2
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Management

INDIVIDUAL CONSUMER BEHAVIOR


ASSIGNMENTS

SUBMITTED BY:
ANU GUPTA
ROLL NO-9
LET’S GO OVER EACH OF THE SENSES AND TALK ABOUT SOME
BRANDS THAT LEVERAGE EACH SENSE TO CONNECT WITH THEIR
CUSTOMERS

SIGHT
What’s the first thing most brands do to separate themselves from other
companies? They create a logo. The logo has long been thought to be the
face of the brand…the thing consumers use to connect with a company.
There are other visual cues you can use to bond with customers. For
example, you could have a unique looking product that makes customers
take notice.Think of puma’s line of products. When you see a puma’s logo,
brand name quickly strikes into your mind

SOUND
Sound can absolutely influence behavior.Good sound can lock a brand into
the customer’s memory. apple ipod known for its unique,High quality
sound.the first music player that talks to you.voiceover will surely be the
next big hit on your ipod shuffle. say you’re listening to a song and want to
know the title or the artist. just press a button, and voiceover tells you. you
can even hear the names of your playlists. and when your battery needs
charging, voiceover tells you that, too.
SMELL

Did you know some stores uses a distinct smell to lure customers into their
stores? It’s true. All barista have the same distinct fragrance pumping
through them. And the smell is also outside the barista, triggering a
connection in customers as they walk by the store. Suddenly, you want to
go inside, even if you hadn’t planned on it before.One of the key findings by
studies is that visual images (logo, products, etc.) are far more memorable
and powerful when paired with another sense, in this case smell. A
powerful image with a distinctive smell can engage customers on a deep
emotional level, creating a connection between them and brand.
It’s like the smell of McDonald’s fries. So many people walk into McDonalds
with the full of intention of not buying fries. But once that instantly
recognizable smell goes into their nostrils, they just have to get them.

TASTE
Taste also plays a key role in how we perceive products,I don’t even need
to tell you how much we love certain tastes. Most people will find a meal
they like at a restaurant and stick with it because they know the taste they
love. One of the most popular Dabur honey in the market, commands a
premium price. So you'd think it would taste really good.
TOUCH

Touch can also be used to create memorable brands. Think about when
you go shopping for clothes.Don’t you touch the shirts to get a feel for the
fabric? What about when you shop for a touch screen phone?Do you pick it
up to see how it feels?
touch is one of our most important sense. Yet this sensation is used in
some consumer electronics devices like IPHONE.
iphone touch is different from the touch of other touch screen phones
because of its high quality touch,so we can easily identified iphone
because of its unique touch.

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