Marketing – III

Consumer Perception

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What is Perception ?

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Perception =>

The way in which something is regarded,

understood, or interpreted.

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 My Perception of students
• Atreya Jayaram ->
– Intelligent, Naughty …

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 My Perception of students
• Sudhanshu ->
– Intelligent, Aggressive, …

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 My Perception of students
• Nethra ->
– Intelligent, Cognitive thinking, Serious, …

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 My Perception of students
• Abyuday ->
– Intelligent, Fun loving, …

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 My Perception of students
• Chandrani ->
– Philosophical, Intelligent, Expressive, …

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 My Perception of students
• Samparna ->
– Intelligent, Dynamic, Witty …

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 My Perception of students
• Shank Shukla->
– “Yes Sir …………..”

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 My Perception of students
• Vatsala Vatsa ->
– Bold, Intelligent, …

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 My Perception of students
• Sanath ->
– Intelligent, Quiet, Dynamic …

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 My Perception of students
• Fatema ->
– Intelligent, Fighter, …

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 Consumer Perception
• Consumers try to satisfy their needs in quite
different ways
– Though they have many needs that are basically
similar
• Depending on how they perceive their needs
• And the environment in which hey operate

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• Marketers should understand the facts that
determine an individual Consumer Perception
• They should also be aware of the features of
perception that influence Consumer
Behaviour
– Also how Prices, Brands & Risks are perceived by
the consumers

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• Perception is the process through which one
– Gathers
– Processes &
– Interprets information

about Products & Brands

• The purchase decision depends on the perception

Marketers should be aware of the basic theories

of perception that explains CB

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• Marketers should also understand different
modes of perception to decide on the type of
stimuli that they should give to the consumers
• Different individuals perceive the same object
at the same time in different ways
• Similarly, the same individual at different
times may perceive the same thing in different
ways

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Fig : how the same object perceived differently by different individuals

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Perception-
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• Perceptions are different for a variety of
reasons
• This perception plays a major role in the
evaluation of alternatives
– For eg: Same Ad. will be perceived differently
• All Products & marketing activities should be
designed in a way that secures +ve perception

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• Marketers should be aware of each stage in the
perception process
– In order to increase the probability that consumer
will be
• Exposed to
• Pay attention to &
• Assign the desired meaning to the message aimed at
them
Successful Marketing, thus, starts with a thorough
understanding of consumer perception

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 Perception
• To fulfil the needs, consumers gather information
on products & alternative solutions to his problem
• All of the information collected tend to go through
a series of filters
– In which it is often distorted
• This process of interpreting data is called
perception
– It is a process by which individuals Select, Organise &
Interpret information to form a comprehensive picture
of the world around them

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• It can be defined as the process a person uses
to
– Collect
– Evaluate &
– Retain
• Internal stimuli and stimuli from the environment
• In Marketing,
– Perception means values attached to
communications about products
• From Ads, Sales people, friends, …

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• Individuals perceive themselves and these
environment through their Senses
– Sight (Eyes)
– Hearing (Ears)
– Taste (Tongue)
– Smell (Nose)
– Touch (Skin)

also, through Common sense

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Perception is a 3 step process
1. Awareness (Selective exposure)
– Though individuals receive numerous information,
only few of them reach awareness
– Some are neglected, because of the limitations
(conscience) of the individual
– Eg: when somebody is reading news paper, he will
not hear the noise from outside

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Because
(i) A particular input is more likely to reach
Awareness
– If it relates to an anticipated event
(ii) An individual is likely allow an input to reach
conscience
• If the information helps to satisfy the existing need
• Eg: you are not likely to see an Ad about a vehicle, if you
don’t have a plan to buy one
(iii) If the intensity of the input is weak
• it will not draw attention
• Eg: a small price reduction (weak intensity)

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• Hike & Reduction in fuel prices

Daily, weekly raising by very small

amount (20 paise, 30 paise) … people did not
perceive it all -> but, over a period it went up to
40 + Rs.

In a single stroke, reducing by 15 Rs.

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• This selectivity of perceptual process leads to
– Selective Distortion
• The information received is not in conformity with either
his feelings / beliefs
– It lessens to a great extent the effect of the stimulus on the
individual
&
– Selective Retention
• Individual remembers information inputs that supports
his feelings / beliefs
• Eg: after viewing a TV Ad of a Product, an individual may
forget many of the points
– If they are inconsistent with his earlier beliefs

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2. Organization of the stimuli
– Individual has to organize the information to get
meaning out of them
– This organization is done quickly to obtain
meaning
– This organization is done quickly to obtain
meaning
• And how an individual organizes information
influences the meaning of information

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Similarity

Continuity

Proximity

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3. Interpretation of stimuli received and
organized by the individual
– To reduce ambiguity
– Using his mental make up or cognitive structure,
an individual interprets information

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• What individual see or hear is not pure
• It is rather be influenced and filtered by the
– intensity & frequency of the stimuli
– The other competing stimuli in the environment
– Needs, inner feelings, experiences, ..

– Eg:
• An Ad of a pain reliver, may or may not be perceived by
an individual watching TV depending on the length of
the Ad, how many other Ads were on and the physical
attributes of the Ad & whether or not the individual had
pain at the time of transmission of the Ad.

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Theories of Perception :
(i) Gestalt theory (=> Pattern / configuration)
– Old, Traditional
– Focuses on how people organize / combine stimuli
around them to meaningful whole
– We interpret stimuli in holistic terms
• i-e, stimuli are evaluated in the context of total
situation rather than isolation
• i-e, while developing perception an object / stimulus –
an individual does not perceive it part by part
– Rather, he views it as a whole

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– i-e, even if certain parts are lost, his overall
perception of it remains the same
– i-e, an object is interpreted not only in the
context of it’s situation, all aspects of object itself
influence our interpretation

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The features of this outcome are
1. Simplicity
• It is found from Gestalt experiments that, we organize our
perception into simple patterns
• Even if a particular stimulus is found to be complex, an
individual is likely to perceive it in a simple manner
2. Figure & ground
• Individuals tend to organize their perception into two
patterns
– Figure -> represents those elements within a perceptual field that
are attended most by the individual
» Well defined
– Ground -> represents less meaningful elements that constitute
the background
» Indefinite, hazy

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– Eg: consider the stimulus – Music
• People can either ‘bathe’ in the music or ‘listen’ to
music

Ground to other activities

More dominant

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• GESTALT is a psychology term (German
psychologists)
• It hypothesises that people tend to organize
visual elements into groups or ‘unified wholes’
– Eg:
– Two separate circles of same colour, size, … are
perceived as they are having relationship
• Rather than as two separate circles
• => the ‘whole’ is different from the sum of its ‘parts’

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The term typography is also applied to the style, arrangement, and appearance
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of the letters, numbers, and symbols created by the process.
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(ii ) Cognitive theory of perception :

• There is no doubt about our perception of the whole

• But, this is done using the cognitive structure of the
individuals
• The cognitive structure is composed of an individuals
– Experiences
– Values
– Beliefs
– Images
– Ideas
– Attitudes
– ….
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• By using this structure, he tries to differentiate
between stimuli
– and find different meanings out of them
• Human beings process incoming stimuli to
arrive at decisions concerning them
– The processing is done in a way that helps him to
adapt with the changing circumstances
• Perceptual process helps him bringing changes
in his beliefs and knowledge to accept new
ideas and maintain internal cognitive balance

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 Relation between Perception & Cognitive structure

Cognitive Structure
Sensory Input Perception
(central nervous system
consisting of values, beliefs,
images, attributes, …)

Feedback

The cognitive theory of perception – is the explanation of how we interpret

incoming stimuli using our knowledge or cognitive structure

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Modes of perception & their Marketing significance :
– How our senses react to external stimuli determine
our perceptions
– we respond to stimuli using our senses
• That ultimately determine our perceptions
– These receptors are our organs such as
• Eyes (to see)
• Ears (to hear)
• Nose (to smell) & Mouth (tongue – to taste)
• Skin (to touch)
To feel the world around us -> thereby developing
perception

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4 basic modes of perception
(as smell & taste go together)

(i) Visual mode of perception

– By seeing an object, we form an idea about it

• Therefore, Marketers are keen about it
• Eg: by good packaging, aesthetically designing,
ambience, …

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(ii) Hearing or Aural mode of perception
– Sounds convey messages to brain
– We can perceive sounds coming at 12,000 to
15,000 Hz
– Marketers have to take note of this in the
commercials
• Increasing the intensity may irritate the consumers

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(iii) Smell & Taste mode of perception
– We smell & taste things together
– If an individual’s perception of taste & smell are
+ve, then the buying chances increase
– Marketers should take care of this
• Depending on their target customers smell & taste
perceptions, marketers should decide on the smell &
taste of their products

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(iv) Perception of Touch (tactile)
– This is very important for consumers to decide on
a particular brand of product
– We touch things with our finger tips which are
very sensitive perceptors
• If the consumers feel good, they may consider buying
– In deciding on the softness / silkness, hardness,
marketers should understand the tactile
perception of people of the countries or culture

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Sensation :
– Is the immediate direct response of a physical
sensory organ
– The physical senses are
• Vision
• Hearing
• Touch
• Smell
• Taste
– The Sensation may be in the form of reaction to the
eye to colour or mouth to taste, ..

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• Thus, sensation is related to a very elementary or
basic behaviour which is based on physiological
functioning
• Perception is something more than sensation
• Perception is determined by both physiological &
psychological factors
– Because, perception is developed based on
• previous experience (learning)
• Feeling
• Motives

Whereas sensation only activates the sensory organs of the body

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 – Eg: Activation of the ears to hear what another
person saying is ‘Sensation’
• and the influence of what is heard is ‘Perception’
• Perception corelates, integrates and
comprehends the various sensation &
information received from the different organs
of the body by means of which a person
develops his sensitivity to various things &
objects

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1. Absolute Threshold :
– The point at which an individual senses a difference
between ‘something’ & ‘nothing’ is refereed to as the
‘Absolute Threshold’ for a particular stimulus
– Eg:
• Two friends after a long ride on the motor bike are hungry
• When these two friends first spot a restaurant, it is said to be
their absolute threshold
• Under conditions of constant stimulation, i-e, the individual gets
continuous exposure to certain objects or events, then inspite of
the absolute threshold increases due to the ‘adoption’ process,
the stimuli will cease to make a +ve impression
• This sensory adoption is a problem, which most of the
Advertisers try to avoid

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• Eg:
– If viewers are continuously exposed to the same
Ad for a long and continuous period, after
sometime, they will no longer see the Ad.
– Because of these sensory adoption problem, after
some time marketers will change the Ad.
– Marketers are seeking innovative ways in an effort
to catch the attention of the consumers
• Eg: TV may use silence ( no voice over audio music)
– To generate interest among the viewers

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• Through usage of such non conventional
sensory inputs, marketers want to ensure that
consumers notice their products and create a
set of positive perception & experience
– TATA-AIG insurance uses SMS & ring tones in order
to reach out to its audience
– Tide detergent powder advertises about its Rose
plus jasmine fragrance associated with their product
Such attempts are made to determine the target
customers Absolute Threshold and woo them to
purchase a particular brand.

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2. Differential Threshold
– The minimal difference that can be noticeable
between two similar stimuli is known as the
Differential Threshold or the Just Noticeable
Difference (JND)
– This concept was developed by a German Scientist
named Ernst Weber
– He observed that the JND between two stimuli is
not an absolute amount
• But is relative and dependent on the intensity of the
first stimuli

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• According to Weber’s law
– If the initial stimulus is strong, more or additional
intensity will be required for the second stimulus to
be perceived as difference
– For eg: if the price of TV increase by Rs. 100/- it may
not be noticed
• Because the increment is below the JND
– But, if the cooking gas price increases by Rs. 10/-
• This will be easily noticed by consumers
– As per the Weber’s law, an additional level of stimulus
(equivalent to the JND) is required for most of the
people to perceive a difference between the
resulting stimulus and the initial stimulus
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Marketing Applications of Weber’s law :

– Marketers are using Weber’s law to determine the

relevant JND for various reasons
– In case of reduction made in product size, increase
in product prize or reduced quality
• The firm would not want the public to notice the
difference
• For eg: there are some marketers who have preferred
to keep themselves in the consideration set of the
consumers mind by making a change in quantity

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• Red Label
Red Label tea is available in 245 and 490 gm package
instead of 250 gm and 500 gm, but price remains the
same
– So that, consumers will not notice the reduction in size

• Mysore Sandal Soap

– Over the years whenever the change in packaging
of this soap is made, it was very small one, so as to
fall in the JND threshold level and also to retain it’s
originality

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• Marketers are continuously engaged in trying to
identify the consumers Differential Threshold
– so as to determine the right amount of
improvements to be made in the product which
would be readily perceived by the consumers also

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• Subliminal Perceptions
– whether consumers can actually perceive
marketing stimuli below their Absolute Threshold
– The process whereby stimuli which are too weak
or too below the threshold brief to be consciously
seen or heard
• Although they may be strong enough be perceived by
one or more receptor cells and thus be below the
threshold is known as the subliminal perception, i-e,
perception below the threshold

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• Eg:
– ‘Eat Popcorn’ & ‘Drink Coca Cola’ in music
theatre
• Much below the absolute threshold at 5 secs interval

– Subsequently, the sales of popcorn increased by

58 % & coca cola by 18 % when compared to the
time period when there was no subliminal Ad.

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• The manner in which either a product or
service is Perceived will depend on both
Internal & External factors

– These External factors are related to the Physical

character of the stimulus

– While internal factors include our Motives &

Expectations

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External Factors :
• Intensity & Size
– The brighter the sound (intensity), more likely that
the person’s attention is drawn to it
• Eg: Large size Ad. in Newspapers
– Kingfisher big size Ads. in Newspapers before its launch
– Marketers are using festivals to familiarise customers with their
product or brand offerings by putting up big banners

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• Position (position of display / Ad.)
– Eg: An Ad. placed next to a compatible editorial
column of Magazines & Newspapers is thought to
affect more readership response
– Eg: Ads. At Airports

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• Contrast
– Human beings have the ability to adapt to sounds,
odours, bright lights, neon signs & movements
– i-e, Human beings are able to use sensory organs
to adapt themselves to various stimuli
• This is where contrast will help in the perception
process
• Eg: a black & white Ad. - the contrast (ICICI)
• https://www.youtube.com/watch?v=xDqdwNHsFmc
• Some Advertisers use colours in their Ads.
• Some make use of large & small sizes, loud & soft
tunes or primary & paster shades to attract more
attention rather than using only one stimulus

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– a quiet commercial after a loud programme can
attract attention
• Eg: showing an object / product out of it’s normal
setting will also attract attention
• Such as a car travelling along a beach
• https://www.youtube.com/watch?v=PABAzNc7BCw

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• Novelty
– It has been observed by Marketers that anything
which is different from what are normally
expected to attract attention
• Eg:
– Frooti was the first to introduce the novel side of soft drinks
being offered in a tetra pack

– Coca Cola in a small cane

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• Repetition
– Ads are repeated more often to enable consumers
for brand recall as well as stimulate them and
create a strong desire for purchase, because
• In the crowded category of consumer products,
consumers may not be interested to search for specific
information
• So, repeated Ad will show the brand recall

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• Movement
– Bill boards or hoarding with monument, mobile
vans, … to inject feelings of movement into it
• Eg: Kanjeevaram Sarees
– It will stimulate the purchase decision
– https://www.youtube.com/watch?
v=pR6si2xGXaY&t=40s

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Internal Factors :
– Customers may not receive the Messages positively
– Marketers are interested in knowing the impact of their
usage of Marketing Mix elements on the minds of the
consumers
– Customers have the tendency to use the messages exhibited
by the marketers and make their own meaningful
interpretation of it and determine the brand’s capability
– Consumer will typically associate his idea of the product /
service with the brand name
– It is not the organization nor Marketers, but the brand
which becomes the consumers idea of the product / service

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• The consumer has got his own way of
perceiving, interpreting and developing beliefs
on the value of the brand
• That is why organizations are working at
developing a ‘Brand Personality’
• When a brand acquires a personality that is well
organized, even products with very little
functional differences are seen as being
different
• Marketers are using marketing Mix to develop
differentiation strategy
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Eg:
– Nirma -> Economically priced
– HSBC -> Bank to give India it’s first ATM in 1987
– Faber World (clean kitchen appliances)
-> first company to introduce a lifetime warranty on
electric chimneys
– Bournvita quiz contest -> India’s longest running
national school quiz

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– Airtel -> India’s largest mobile service provider
(before Reliance JIO) with 18,000 songs, 20
languages, retailing across 1,00,000 outlets – it is
the world’s largest vendor of music
– Oriental insurance company -> an impressive
record of 91.13 % of settling customers
grievances satisfactorily

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• Thus, marketers are always involved in search for a
proposition that is unique and also sells
• A good Ad. Helps in the creation of ‘personality
difference’
• Brand personality can be linked to positioning also
• So, marketers are trying to assess the impact of
the use of Marketing Mix elements in the ‘inner’
minds of the consumers
• They are constantly involved in seeking answers to
the internal factors which may affect the
consumers perception about the product / service
(Brands)
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The perceptual process :
– Involves consumer being exposed to
marketing stimuli and then he has to
attend to them
– There is a tendency among people to
consciously see and hear or be attentive
to only certain aspects of the Ad
message which is being communicated

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• Perception is a selective process
– Usually, people are able to sense and receive only
limited information from the environment and
hence are characteristically selective
– During the process of Selection, certain aspects of
stimuli are screened out & others are admitted
– These aspects of the stimuli which are admitted
remain and fall within the threshold of the
process
• While those which are screened out fall out or below
the threshold limit

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• Consumers will identify & choose marketing
stimuli based on their needs & attitudes
– A consumer intending to buy a sports bike will be
more attentive to motor bikes Ad.
– …..
– ….
• In all the above instances, the consumer will
process stimuli selectively by picking &
choosing them based on his psychological set

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• For perceptual selection to actually take place,
the consumer must first see / hear the
stimulus and then respond to it
– Selection is  Exposure + Attention + Selective
perception

Ads, … based on Interest + Needs

Because, each need is unique & different persons may

perceive the same product, Ad, … in a different way

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The Perceptual Process :

Selection Exposure

Attention

Organization

Categorization
Interpretation
Inference

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• Selective exposure takes place because each
individuals belief will influence what he
decides to ‘read’ or ‘hear’
• Selective organization occurs because each
person will organize information that is
consistent to his beliefs
• Selective interpretation will take place such
that perception will conform to prior beliefs
and attitudes

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Perceptual vigilance & perceptual defence :
• Since selective perception helps consumer to
receive information having relevance to his
needs
– This process is also called perceptual vigilance

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• During high involvement purchases, consumers,
through perceptual vigilance obtain the
necessary information which matches their
requirement
– For low involvement purchases, consumers will
screen out and minimize information processing
through perceptual vigilance

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• Perceptual defense
– Refers to the individual being vigilant & screening
out all those stimuli or elements which create
conflict or may give rise to a threatening situation

• Eg: Stroke & Cardiac problem happens because of

smoking

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• Perceptual vigilance / defence can also be said
in reference to the way in which people
maintain their prior beliefs
– Eg :
– Going by the saying “ the customer is always right”,
the restaurant manager will deal in a proper manner
with the customer, who is upset with the customer
service, ignoring the fact that it was actually the
customer who behaved badly

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Marketing strategy & Selective perception :

– Marketers can communicate messages which are clear

cut or ambiguous
– When consumers are engaged in perceptual defence,
these ambiguous messages will be more effective,
because, consumers are being given freedom to interpret
their messages according to their belief about the brand
• Eg: Advertisers use ambiguity in advertising when the
product / service is important to consumers, but it’s benefits
are not clear cut
• But since consumers are utilizing beliefs which are consistent
with their needs, this can be referred to as perceptual defence

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“ Correct quality ?
Correct quantity ?
Special Services ?
Here is when you should be heading “
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• The above questions from the Indian Oil, give
consumers enough reasons for using Indian Oils
products & services
• When consumers are engaged in perceptual
vigilance, clear cut messages are likely to be
more effective
– especially when the information is supportive or
contradictory to the consumer belief
– When the product / service benefits are clear cut and
is targeted at a specific target market, marketers use
an Ad where the informational content dominates
and ambiguity is at he minimum
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Eg : in case of Industrial Advertising
– Most of the Ads. are providing direct
informational content to match the consumer
needs of receiving straight forward information
• Hence, the principle of perceptual vigilance is being
used

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• Perceptual Blocking
– When consumers are bombarded with lots of
information
• There is a general tendency to ‘ block out some stimuli ‘
from their conscious awareness
• Eg: TV ads. -> Consumers block some Ads.

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Perceptual Organization :
– People do not experience all the stimuli selected
by them as separate & discrete sensation
• They rather organize these stimuli into groups and
perceive them as unified whole
– This method of perceptual organization enables
individuals to view life in a simplified manner
– There are 3 basic principles used in perceptual
organization
• Grouping
• Closure
• Context

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(i) Grouping
– The Perceiver groups the different stimuli based on
the principle of
• Similarity
• Continuity
• Proximity

=> similar Characteristics

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• The perception of stimuli as groups of information will
facilitate easy memorizing & recalls by the Consumer
• Marketers are using this principle to enable consumers
to get a unified picture and co-relate desired
connection with their products
• Eg:
– Cadbury was promoting chocolates by associating with the
natural spontaneous behaviour on the part of adults
– The Ad also conveyed the message “the real taste of life”
– https://www.youtube.com/watch?v=So16ZBPK6mo
This grouping will convey to the consumer that chocolates is a
universal product to be enjoyed by all, irrespective of age
barriers
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• Through the Ad of Nokia N 91, the advertiser
is attempting to associate the Brand with
music & phone

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• Figure & Ground
– Consumers tend to perceive an object in the
context in which it is shown
– While organizing information, people have the
tendency to keep certain phenomena in focus &
some other in the background
• This is the Figure & Ground Principle
• This is very important principle of Context

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• According to Gestalt psychologists, when
individuals organize stimuli into wholes
– They will distinguish stimuli which are prominent
(the figure that is generally in the foreground) from
the stimuli which is less prominent (those in the
background)
• Advertisers usually try to ensure that the Product is the
‘figure’ and the setting is the ‘ground’
• Eg: Ad. Of Johnie Walker
• https://www.youtube.com/watch?v=FnifLmCGQVo&t=1s

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• Closure
– When faced with incomplete information, individuals
have the tendency to fill in the gaps themselves so
as to gain a more meaningful information
– They prefer to organize their perception so as to
form a complete picture
• Based on their pat experience
• Past information
• Feelings, intuitions, instincts, ….
This concept of closure can be seen as the tension
experienced by a person when a task is incomplete, and
the satisfaction and relief that may be experienced on it’s
completion

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Eg: An Ad like below

9988776655

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Perceptual Interpretation :
– Perception is a personal phenomena
– This (interpretation of the stimuli) is dependent on
what the individual expects to see in the light of his
• previous experience
• Intuition
• Motives
• interests
• …..
At the time of Perception

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• If the stimuli are highly ambiguous, the
individual prefer to interpret the sensory
inputs, such as to fulfil their personal needs,
interests, …
– Therefore, there are chances of misinterpretation

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Perceptual Distortion (Misinterpretation):
– There are certain factors which could influence the
individuals leading to perceptual distortion
1. Personality / physical appearance
i-e, why Ads. have celebrity endorsement

2. Stereotypes -> used to describe ‘biases’ involved in

perceiving people
Eg: statements such as
“all Salespersons are fast talkers & bluff a lot”
Stereotypes indicate the expectations from certain
specific stimuli and how these (stimuli) will ultimately be
perceived

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3. Halo Effect
– Is used to describe a process, in which judges use the
general impression (either favourable / unfavourable)
to evaluate certain specific traits
• is a cognitive bias that occurs when an initial positive
judgment about a product unconsciously colors the
perception of the entire set of products as a whole.
– ‘Halo’ acts as barrier or screen to keep the perceiver
away from actually seeing the trait he is judging
• The difference between the ‘Halo’ error & ‘stereotyping’
error is that –> in the stereotyping, the person is
perceived on the basis of a single category
• While under the “Halo’ effect, the person is perceived on
the basis of one trait / event

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• The ‘Halo effect’ includes the evaluation of
multi brands (eg: product line of a firm) by
evaluating just one dimension (either the
brand name or celebrity endorsements)
• Going by this perspective of Halo effect,
marketers can extend the use of a brand name
associated with one line of products to another
– Eg: Amul with the ‘Taste of India’ tagline, has
successfully been extended to it’s ice creams
– TATAs – all products & business activities
• “salt” to “software”

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4. Irrelevant cues
– For eg: in the case of automobiles, at times,
consumers purchase decisions are based on the
importance given to look, colour, …
• Rather than mechanical & technical superiority

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5. First Impression
– First impression is the best impression
• Firms have to exercise care, especially when launching
new products & trying to create a good first impression
in the minds of consumer

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6. Hasty Conclusions
– Often people have the tendency to arrive at
conclusions very quickly, before examining all the
relevant evidence
• Based on persons attitude, motivation level, intent &
past experience, …

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Perceptual Inference :
– Consumers draw inferences about brands,
companies, outlets, Associations..
• Eg: Tanishq watch -> ‘quality’

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– The inference could be drawn on the basis of
Word of Mouth communication from Ads, peer
group, friends, …
– For eg: many of the symbols we see in the Ads &
packaging are socially & culturally derived
• Air India’s Maharaja symbolises Royal Treatment
• Even the usage of Orange, White & Green colours on
many of the packages can be associated with patriotism

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 Consumer Imagery & Marketing implications

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