Many of our evaluations of consumption are linked to our perception of the elements around us. Marketing is fundamentally based on these perception processes. Perception relates to the process by which we observe various stimuli in our environment, such as people, objects, smells, sounds, movements, tastes and colors. It can be defined as the process of interpreting and making sense of our sensations. Sensation begins when our sense organs perceive a stimulus. The storage and retention process is carried out to obtain information and make it accessible when needed in the future. To understand consumer behavior, a deep understanding of memory and information processing is crucial. The importance of customer satisfaction is emphasized in analyzing the behavior and consumption habits of customers and directing customers to consume again and to the products and services we desire.
In the process of ensuring customer satisfaction, there are strategies that can be applied to existing and potential customers. One of these strategies is memorability. It is very important to gain a place in the customer’s memory. We will give an example about the GAP brand, which has recently changed its logo. GAP is a well-known clothing retail brand with a very loyal target audience. In 2010, the brand decided on a radical logo change. Previously, the classic and iconic logo was written in a clawed font and majuscule letters on a navy blue background. However, this logo was considered to be out of step with the spirit of the times and was replaced. However, consumers did not even enter the store after this logo because they could not recognize the brand. Here we see the striking effect of the brand on consumer memory.
We can analyze consumer memory under three headings; the first of these is short-term memory. It contains information that the consumer remembers for a few minutes or hours. This is the type of memory in which the consumer stores information such as product features, prices, discounts, etc. for a short period of time while shopping. Short-term memory is an immediate component of consumer decision-making. Long-term memory includes information that the consumer remembers and stores over a long period of time. This type of memory includes persistent information such as the consumer’s past purchasing experiences, brand image, and advertising messages. Long-term memory is important for consumers to build brand loyalty and shape their repeat purchase behavior. Finally, working memory is used for short-term information storage. This memory is the temporary memory process used when a consumer reviews a product or brand or watches an advertisement. Working memory plays an important role in the early stages of the consumer decision-making process.
As a result, a logo, advertisement, sound, image, brand face is of great importance to gain a place in the consumer’s memory.
Reference: Psychologist Merve Altındağ
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Erciş, A., YAPRAKLI, Ş., YILMAZ, M. K., & Polat, C. A. N. (2013). Kişisel Değerler Ile Marka Değeri Arasindaki Ilişkiler. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(2), 21-41.
