Consumer Behaviours, Jnd, Perceptions

2286 Words Mar 5th, 2012 10 Pages
Case 4.1: Packaging and the J.N.D.

1. Concept of Perception, Sensation, Weber’s Law (J.N.D. or Differential Threshold)

Perception is the process of attaining awareness or understanding of the environment. This is through organizing and interpreting sensory information to form a meaningful and clear picture of the world. Based on different needs, values and expectations, different people will perceive and interpret stimulus differently.

For sensation, it is when the various sense organs of the body receive a physical or mental response from a stimulus that will eventually be sent to the brain. In addition, the receptivity of our senses and the intensity of the stimuli to which it is exposed, will affect its sensitivity.

According to
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Changed perception = Changed buying behavior

Perceptions are formed over time, and they are usually hard to break. Coca Cola might have wanted to alter their target consumer perception by slowly removing the word ‘Classic’ that will eventually result in a change in buying behavior. Using the J.N.D. concept, Coca Cola could make improvements in their product and to market it in a different light, which would lead to an increase in sales.

2.2 In the first major change since the 1940s, Heinz replaced the pickle (preserved) that had appeared on its Ketchup product (right under the words “tomato ketchup”) with a tomato (fresh), above a new slogan, “Grown not Made.”

2.2.1 Reasons for the focus on freshness

The major change in the label of Heinz tomato started with ketchup consumers having the perception that its ketchup is full of artificial or potentially artificial flavours. This gives rise to a need in redesigning the label by replacing the pickle with a tomato on a vine. At the same time, the word “tomato” was enlarged within the “tomato ketchup” designation, and Heinz also came up with a new slogan, “Grown not Made”. (Refer to Annex C)

The two sensory receptors used are the eyes and the mouth. Where sight is the most important sensory input, Heinz uses the various positive stimuli to strategically make changes to evoke positive emotions among consumers. The perception of the taste of the consumer will be seen as sweeter and fresher without the inclusion of the
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