CONSUMER BEHAVIOR
If you were to see , hear and smell everything in a supermarket , how would you function ? Imagine smelling the bread , cookies , meat , fish , fruits and soap all at the same time . Then imagine seeing the many shapes , colors , brands , offers and prices and the many shelves and rows of products running on and on . Imagine the many sounds of people talking , high heels cracking and fridges buzzing . If you were to perceive everything in a supermarket , you wouldn ’ t be able to shop .
Fortunately , we only perceive a small fraction of the things that we are exposed to . This is because we exercise selectivity in perception . We focus on the things that are relevant to our interests even though we are not conscious of all the underlying selection process .
The Absolute Threshold
Information about the lowest point at which an individual can experience a sensation is important for marketers because it guides on the development of marketing strategies and tactics to get consumer attention . The point at which a person can notice a difference between something and nothing is that person ’ s absolute threshold for that stimulus . This explains why two people will spot a billboard on the road at different point .
Sensory Adaptation
Adaptation refers to becoming accustomed to certain sensations . For instance , people who live on busy streets talk of becoming used to a noisy environment . Others say how they got so used to their regular perfume such that they could not even detect its scent . In a similar way , consumers can get used to a bill board advertisement until they stop seeing it . There is a Kikuyu song where the singer talks of getting so used to his wife ’ s nagging such that it feels like a lullaby . He just proceeds to sleep as she keeps talking . That is a good example of adaptation .
Marketers are concerned with sensory adaptation because it impacts attention to their advertisements whether its TV commercials , print ads or billboards . That is , consumers may get so used to an advertisement after it has been in their view-line for a long time to the point that they no longer see it . This means that the ad no longer provides adequate sensory input to be noticed . Because
“ We only perceive a small fraction of the things that we are exposed to . This is because we exercise selectivity in perception . We focus on the things that are relevant to our interests even though we are not conscious of all the underlying selection process .”
of adaptation , advertisers seek to change their advertising campaigns on a regular basis .
Marketers need to find a way to cut though the advertising clutter to ensure that their ads get attention . They have to ensure that they are not throwing their advertising budget down the drain . They also need to ascertain that their package designs have sufficient sensory input to get noticed by consumers . Many organizations use market research and sensory experts to develop effective visual and auditory strategies to help improve their noticeability .
The Differential Threshold
The differential threshold is the smallest difference that can be detected between two stimuli , such as the before and after look following a change in product , package or price . This is also called the ‘ Just Noticeable Difference ’ or J . N . D . This concept comes from what is commonly called Weber ’ s Law , based on the German scientist Ernst Weber who discovered it . Marketers and advertisers use it frequently when making decisions around product modifications , price changes and packaging redesign .
Weber ’ s Law states that , the stronger the initial stimulus , the greater the additional intensity needed for the second stimulus to be perceived as different . This implies that if the price of a new high iphone is increased by five thousand shillings , it would probably not be noticed , because the increase would fall below the J . N . D . However , a five shillings price increase per liter of petrol would be very quickly noticed by consumers because it is a significant percentage of the base cost of the petrol .
The recent price increase for petrol and other fuel products in Kenya was so absolutely noticeable that it caused a lot of discord . It led those in the transport industry to complain bitterly and even threaten to strike . The decision makers in the petroleum regulatory agency could have benefited from the knowledge of this concept of differential perception . It helps in smoothening price increases over time in order to carry the customers along .
There are situations where you are making positive changes that you want to be properly noticed by customers because they are of benefit to them . In such cases , Weber ’ s Law proposes that an additional level of stimulus equivalent to a J . N . D . must be added for the majority of people to perceive a difference between the resulting stimulus and the initial stimulus , such as the previous package and the modified one .
Marketing Applications Of J . N . D / Weber ’ s Law
In business , there are situations when you want the difference to be noticed and there are times when you don ’ t want the difference to be noticed . Manufacturers and marketers frequently seek to determine the applicable J . N . D . for their products mainly so that the changes they make are aligned to customer expectations . They want the negative changes they make such as reductions in product size , increase in product prices , or increase in queueing time for a service to not be easily noticeable . On the other hand , they want product improvements or package enhancements to be easily detectable by the targeted consumers without being wasteful or excessive .
Consumer behavior implications of the dynamics of perception are wide ranging . Marketers need to keep this in mind in designing strategies and tactics with a view to influencing consumer choices . ■
Dr . Catherine Ngahu is the founder and Chairman of SBO Research , a company with a service footprint in 26 countries
in Africa . She can be reached at :
CNgahu @ sboresearch . co . ke ; Search for ‘
Catherine Ngahu ’ to follow her on You Tube .
MAL 45 / 21 ISSUE 21