Perceptual Interpretation for Positioning

Perceptual interpretation

There are three aspect of perception, namely selection, organization and interpretation. Firstly people exercise selectively as to which stimuli they perceive and they organize these stimulus based on certain psychological principles. Those stimulus and also interpretation unique to individuals. Because it is  mostly depend on individual expectation, interests, motives and experiences. Under the interpretation we can identify five elements. They are,

·         Stereotype

·         Physical appearance

·         Descriptive terms

·         First impression

·         Hello effect 

Stereotypes.

The meaning of stereotypes is people hold meanings related to stimuli. This mean when someone say about something or some object ,what is the first image comes to mind who the person that herd about it. This also unique to person to person.

Example

If somebody say receptionist, first image comes to mind is fair, beautiful lady ,wearing a saree and also with nice voice. So if  organization  want to position well about receptionist to consumer mind they must have to train there receptionist based on that common stereotypes.

Physical Appearances.

Physical appearances is positive attributes of people they know to those who resemble them. This is very important to organizations when they select models to their commercials and other promotions.

Example

When launching cosmetics, jewelry, perfume items such as nature secrets ,fire & lovely they use famous ,attractive models to their promotional campaign. They ensure that there is a retinal match between the product advertised and the physical attributes of the model used to promote that product. (Fire & handsome-Sharuk khan).

Not only  to product organization but to the service organizations also very important this physical apperences.As example commercial bank physical apperence is better than people’s bank,because of their pleasant people,comfortable environment.so people like to get services from commercial bank not people’s bank.

Descriptive terms.

In here descriptive term represent verbal massage reflects stereotypes. This descriptive term must be simple ,easy to pronounce, easy to remember and understandable. When organization select brands to their product or slogan or mottos they must have to be careful about that elements. Because if they don’t consider about those things they cann’t possitinig their products in customer mind.

Examples

Unilivers introduced a jam name is ‘clemendijas’. But it is not in the market now. Because of the complexity of pronountation customer were ignore that product.But popular brands such as maliban, cocacola, mobitel simple and meaningful wards as their brand names.Not only to the brand names but to the slogans ,mottos also the same.As a example,

·         Dialog-the future today.

·         Mobitel-We care always.

·         Peoples bank-janahada hadunana mahajana bankua.

First impression.

First impression tends to be lasting. The perceivers are trying to determine which stimuli are relevant, important or predictive. So if company should come out with new product in a good way, because it is the first impression about the product.

Example

Airtel-It is a Indian product when they introduce airtel brand to the Srilanken market they use Sharuk Khan with attractive music. Sharuk Khan is a very popular character in Sri lanka and that music also very attractive .So they give their first image in very good way, as a result of that the Airtel brand become a strong brand in Sri lanken  market, because they position their brand very well by using their first impression.

Hello effect.

Hello effect has been use to describe situations in which the evaluation of a single object or person on a multitude of dimensions is based on the evaluation of just one or few dimensions.(e.g,a man is trustworthy because he looks you in the eyes when he speaks.When consumer want to buy some product normaly he or she must have to consider lot of dimensions,but normally he or she take decisions based on only one dimension.this is we called hello effect.

Example

When person look to buy a car he must have to consider spead,safty, colour,capacity,cost etc. But he buy a car using one dimension. some time it may be a cost ,sometimes it may be a color. He ignores other all nessacery requirements and takes decisions based on that one dimension. Especially, when come to the SriLanken contest most of the consumers thing if the vehicle is Japanese one it is good. So when companies going to position their product they must be think about all those factors perfectly.