Thursday, October 31, 2013

Analysis of how sensations are used to motivate purchases

Analysis of how sensations are used to motivate purchases
Findings of previous researches with regards to how sensations are used to motivate purchases The business owners or firms can be able to motivate the customers or the potential customers to be able to purchase the products of the firm by paying a close attention to the physical store locations and the products and how they impact the various senses of the customers. Marketers have in the past undertaken extensive research to be able to help the manufacturers and the producers of the products to be able to design as well as package the products in a manner that will appeal to the five senses of the potential customers who are targeted by the firm (Mack, 2013). On the other hand, the interior designers also play an important role in the creation of the store atmospheres that will help the firms to be able to maximize the sales that are made.

The findings of various researches will be considered to be able to bring to the fore the manner in which the sensations that are a product of the five senses help in the purchase through the motivation of the customers to be able to make the purchase decisions. The first research that is considered is with regards to the sensations that are created by the sight ad how they help the firm to be able to motivate the customers to be able to make the purchases of the products that are offered. The sensation refers to the immediate response of the sensory receptors of the given individual who is found in eth firm (Mack, 2013). Different manufacturers have made use of the visual appeals as the sensation that will be used to stimulate or motivate the purchase of the products by the customer. The visual appeal has been used to appeal to the customers so that they can be motivated to purchase such products. The visual appeal has also been applied to be able to make the products that are offered by one firm to be able to stand out from the products of the competitors in the shelves of the stores.

The visual designs have also been used by the majority of the retail stores to be able to motivate the purchases through the creation of a mood that compliment the products and the services that are offered by the firm. An example of a firm that has been noted to make use of the visual appeal to be able to motivate the customers to be able to make the purchase of the products is Starbucks. The firm is a publicly traded company that operates in the restaurants industry. The firm was founded in 1971 in Seattle, Washington DC and it has over 20,000 stores located in 62 countries with the bulk of the stores, 13,279 sores, being in the US. The firm serves cold beverages, hot beverages, whole bean coffees, teas, snacks and pastries amongst the many other products that are offered. The Starbucks offers packaged foods that are packages in ways that are visually appealing to the customers of the firm thus ensuring that they are always motivated to be able to purchase the products that are on offer by the firm (Starbucks, 2013).

The Starbucks also makes use of the decorations of the buildings using both d├ęcor and color combinations that are geared towards making the customers feel comfortable and at the same time sophisticated. The above visual elements of sensation are used by the firm to ensure the success of the operations of the firm due to the fact that the visual appeal plays a great role in the motivation of the purchases that are made by the customers of the firm.

Secondly, there is the element of sound that also plays a role in the motivation of the purchases. The sound design has been used by the firms to be able to motivate the customers of the firm to be able to make the purchases of the products. Pleasant background music has been used by firms to be able to put the customers in good moods and make them to stay longer in the stores thus they can be able to make the choice about the products that they want to purchase. The strategy has helped the firms to be able to increase the sales levels (Mack, 2013). Burberry Group Plc is a British luxury house of fashion that is involved in the distribution of fashion accessories, fragrance licensing and the distribution of clothing. The firm is a public company which was founded in 1856 in Basingstoke, England. The most famous brand of the firm is the trench coat that was designed by Thomas Burberry, the founder of the firm. Based on a report that was released in 2009, Burberry was the 98th most valuable brand of the year in the world. Burberry has used music in both its online and the brick and mortar stores to be able to allure the customers thus motivating the purchase of the diverse products that are offered by the firm.

The main elements that are faced include the use of the music to be able to create a good mood in the stores so that the customers of the firm can be able to stay in the stores for longer. The sales of the firm have increased significantly since the introduction of the use of the music and the sounds (Burberry, 2013). Other firms have also made the use of sound appeals to be able to motivate the purchase of the different products that are offered by the firms. The different music type shave been used to be able to appeal to the different demographic groups thus ensuring the increase of the revenue for the different segments of the customers of the firm. Rolls Royce, one of the most premium auto manufacturers, has created a research and development department which is charged with the design of a pleasant automobile door closing sound that will be able to appeal to the customers and be able to motivate them to be able to purchase the products that are offered.

Apart from the sound that is found in the store as a sensation that will motivate the purchase of the products, the use of smell also plays an all important role in the motivation of the purchases. Research has indicated that bad smells or unpleasant smells for instance the presence of deodorizers that are overpowering and the use of the antiseptic odors actually de-motivate the customers thus significantly decreasing the amounts of the time that the given customers can be willing to be able to stay in the stores of the firm (Mack, 2013). The above unpleasant smells will lead to the situation where the actual sales that are made in the stores are driven down. The use of pleasant smells play a role in the motivation of the purchases due to the fact that they increase the length of the time of the visit of the customers thus driving up the levels of the sales that are made especially in the cases where the given smells and odors act to compliment the products that are put on sale in the stores or the locations. Research has shown that Tesco plc makes use of the smell to be able to motivate the purchase of the products that are offered by the firm. The company that was founded by Jack Cohen in 1919 and has its headquarters in Cheshunt, Hertfordshire, England, United Kingdom (UK) significantly makes use of the smell.

The British multinational company (MNC) operates in the general merchandise and grocery retail industry. The firm had over 6,300 stores as at April, 2012. The pleasant smells have been used by the firm in the grocery stores that are operated to be able to motivate the purchase of the products that are offered to the customers of the firm (Tesco, 2013). Tesco has been involved in the pumping of the good smells of the baked foods that are offered at the store to be able to motivate the purchases by increasing the time that the customers take in the stores thus high levels of sales are realized at the firm. Since the introduction of the concept, the sales at Tesco, especially the grocery store of the firm has more than doubled thus making the firm the second largest retailer based on the volumes of the sales that are made.

Taste is also a sensation that has been used by the firm to be able to motivate the purchase of the products that are offered by the firm. The different firms have made use of foods and drinks to be able to motivate the purchase of the products (Mack, 2013). The promotional campaigns of the different firms have made use of the strategies to be able to make the customers receptive to the products that are offered in the market. Coca Cola Company, the global leader in the carbonated beverage industry, has significantly made use of the taste to be able to motivate the purchase of the products. A case in point is the launch of the Minute Maid where the firm offered the customers the drink as part of the promotional campaign to be able to attract the customers and put them in the best mood thus they will be receptive to the sales pitch that is used by the firm (Coca Cola Company, 2013). Through the use of the taste, the firm has significantly increased the sales of the products of the firm as the customers greatly appreciate the quality that they are offered by the firm.

Finally, there is the element of the touch where the focus is on ensuring that the products that are offered usually feel right (Mack, 2013). Nike, Inc is an American multinational company that is involved in the design, the development as well as the worldwide selling and marketing of apparel, services, equipment, accessories and footwear. The firm was founded in Oregon and is the largest supplier of athletic apparel and shoes. The firm ensures that the element of the touch sensation is used to motivate the purchase through the use of two strategies. First, there is the liberal return policy for the products that are sold online (Nike, 2013). This allows the customers to be able to test the products in their homes and return them when they are not satisfied. Secondly, there is the use of the store displays that allow the customers to be able to physically interact with the clothes and the products that are offered in the market.

Examples of advertisements on how sensations are used to motivate purchases

There are a number of examples of the advertising that make use of the sensations to be able to create the motivation for the purchase by the customers who are found in the market. The print media advertisements have been used to be able to create a sight about the products and the visual appeals of the cars. The print media advertisements by Ford Motor Company have played an important role in the creation of the visual appeal for the products that are offered by the firm. The visual appeal based on the print media adverts has played a role in the motivation of the purchases as it creates a mood that will compliment the products that are offered by the firm. The print media adverts that are used by Ford, especially the use of the auto magazines, has played a role in the stimulation of the sales of the vehicles especially through making the customers to trust the capabilities that the car will be able to offer them upon purchase (EzineArticles, 2013).

The sounds have also been used a great deal by the advertisements that are undertaken by the different firms that are found in the market. Social media adverts such as YouTube advertisements by Coca Col have played an important role in the motivation of the customers to be able to make the purchases of the products that are offered by the firm. The main issue that is considered by the firm is the need to be able to create the mood that will be able to complement the product that is offered by the firm (EzineArticles, 2013). The sounds especially from the videos that are uploaded in YouTube will play an important role in the increasing of the allure of the different products to the customers as the music and the video will appeal to different segments of the market for instance the YouTube videos about Coke Zero are targeted at the older customers etc.

The use of the infomercials significantly indicates the smell of the products to the consumers and thus can be used to stimulate the purchase of the products that are offered to the customers who are found in the market. Johnson’s & Johnson’s have made use of the infomercials help to achieve the effects of the smell and thus be able to create the motivation for the purchase of the products (EzineArticles, 2013). The infomercials that are used by the firm describe, demonstrate the features of the products and also display such products. The sense of the smell is created through the vivid description of the products thus making the consumers to be able to purchase the products that are shown thus increasing the levels of the sales of the products of the firm.

The taste as a sensation has also been used in the advertisements to be able to motivate the purchase of the different products that are offered to the customers of the firm. Consumer generated advertisements have been used by Bundaberg to be able to promote the beers that are produced by the firm (EzineArticles, 2013) The consumers who have tasted the beers are allowed to give the reviews of the products for instance through the blogs that are maintained by the firm and the customers are given some form of payment. The customers of the firm will be in good moods due to the fact that some customers like them and not the firm is involved in the generation of the advertisement. The touch on the other hand has been enabled through the use of the in-store advertisement at Wal-Mart. The retail store has the adverts that are strategically placed to be able to show the different products that are offered by the firm at levels that can be seen easily by the eyes of the potential customers (EzineArticles, 2013). The adverts are also displayed at the aisles ends and the checkout counters. The customers can be able to touch the products and thus be motivated to be able to make the purchase of the products that are offered thus increasing the levels of the sales of the different products of the firm.

Survey using questionnaire and analysis of the survey

The questionnaires that are generated will be used to indicate whether the sensations can be able to motivate the customers to make the purchases. There are three survey questions that will be contained in the questionnaire. The survey involved 35 marketing students at the university. The survey questions include: 1. Which elements of the marketing make use of the scents? o Inside products o In promotions i.e. scratch and sniff 2. To what extent does appealing sounds and music in both the online and offline store affect the amount of time that the customers are willing to stay in the store? o Longer stay o Shorter stay 3. Are your purchase decisions informed by touch? Yes/ No.

State the reasons for your answer. After the consideration the results of the survey, it has been established that majority of the customers are more aware of the yes of the scents in the promotions that are undertaken in the firm. 75 per cent of the respondents noted that the scents are mostly used in the promotion of the products. The success of such promotions is related to the fact that good odors do not irritate the customers thus they will stay longer in the stores and make the purchase decisions. Secondly, 94 per cent of the respondents noted that good music in the stores made them stay longer. The 6 per cent can be attributed to the effect of the culture especially the Middle Eastern culture that is mostly informed by the Islam teachings. Finally, all the respondents noted that touch played a role in their purchase decisions (Mack, 2013). The touch allows the customers to be able to make the comparison of the products thus allowing for the proper choice of the products to be used by the firm.