A brands image plays a huge role on consumer purchase decisions, more than likely an individual will buy a product based on the perceptions of the brand this is especially seen with FMCGs (fast moving consumer goods) such as food and toiletries. Consumers are more than likely choose a product with a high established brand identity. This is all to do with perception and how consumers see value different brands. Today's lecture was taken over by the class by which we all had to conduct small experiments to test our perceptions.
My group did a blind taste test experiment using two different brands of chocolate chip cookies, we used Maryland which is a high valued biscuit brand and Tesco's value. Each person in the class had one of each cookie and after tasting them was asked which ones they preferred, suprisingly more than half of the classed said that they preferred the Tesco's valued cookies. They said that they were bigger and more flavoursome.
Once the brands had been revealed the whole class was filled with shock, however even though the Tesco's value was the most favoured cookie everyone was reluctant to change their purchase choice. This goes to show the power that brands have over consumers and can influence them when making purchase decisions.
Another group did a blind tasting experiment using the same technique but with Walkers and Tesco value ready salted crisps. Again the results showed that the Tesco's value crisps, although the cheapest were the most preferred by the class. This goes to show that when brands and visuals are taken out of the equation, a persons other senses are used much more and the value of the product itself is taken a lot more into consideration.
If brands such as Tescos Value were to make their packaging more appealing and re-enhance their brand image and profile they would more than likely become much more successful, as these experiments showed that people are influenced by the packaging of products as well as the brand image and identity.
Another group used an advertisement from the Think campaign, which involved a group of people that were passing a basketball between them. The advert asked you to count how many times the ball had been passed between the group, when the group had finished the ad then went on to say 'did you notice the moonwalking bear?'. The main message of this advert is for drivers to look twice, this ad was really successful at the way it had portrayed this message as it really gets you thinking. When you are concentrating on a particular thing you rarely notice any thing else so it really is important that you look twice, especially for drivers.
You stay at thelevel of description. You need to find more research data - academic or secondary so that you can discuss these topics in more depth
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