Square the difference between each possible outcome and the mean Multiply each squared difference by its probability of occurring Add

1. Chapter 2: (Cons)
Chapter 3: Perception
_ Nguyen Diem Ngoc
_ Pham Thi Bich Dan
_ Dao Thanh Thao - Leader
_ Nguyen Huynh Gia Han
_Do Pham Thanh Truc
Group 1

2. Question 1 :
What is LOHAS ?
How is it significant to marketers?
They are often first adopters of sustainable
products and services.
They are often ahead of the trends and are
good indicators of future big selling products
and services.
The LOHAS group of consumers is particularly
important
Environmentally conscious
Interested in sustainability,
Concerned with social responsible
Wish to lead healthier lives.
Want everything healthy and with
perfection, they value their buying decisions,
as they have awareness about their
environment and lifestyles so they want to
buy and use organic stuffs .
A segment of consumers who are:
LOHAS = “Lifestyles of
health and sustainability”.

7. Question 2: Imagine you are the marketing consultant for
the package design of a new brand of premium chocolate.
What recommendations would you make regarding sight
and scent?
_ Sight : the product's packaging must be designed
attractively, creatively, in line with current trends. For
example, the model must choose the most beautiful
model, the size fits the human hand. The handle is not
too heavy and easy to open. At the same time, it is
necessary to have a lot of necessary information on the
packaging, for example: expiry date, ingredients, uses, .
_ In particular, no chemicals are used and it must be
described on the chocolate wrapper

8. Quay lại Trang Chương trình
Question 2: Cons
_ Scent: Marketers offer different flavors of products
that satisfy different customer wants. Not only that,
product fragrance must be mild, hypoallergenic to suit
everyone. Its scent should be prepared from natural
herbs so that consumers can also see it in a healthy
way.
_ In addition, I will pay attention to the impact of
visuals and scents on the product experience through
reviewing customer feedback or reviews about the
product, which also helps to improve the product's
functionality

9. Some studies suggest that as we age, our sensory
detection abilities decline.
What are the implications of this phenomenon for
marketers who target elderly consumers?

10. Table Of
Content
1
Aging - related
changes in sensory
threshold
2
Maketing to
Elderly People

11. What will happen when we get older?

12. Aging - related changes in sensory
A senseory threshold
The level of strenght that a stimulus must reach to be perceived.
A absolute threshold
The lowest level of strenghth necssary for sensory detection
Ex: The exact poin that a sound is loud enough to be noticed. (20 -
20 000 Hz).
Differential threshold
The ability of a sensory system to detect changes or differences
between two stimuli.
The minimum difference that can be detected between two stimuli is
known as the j.n.d. or just noticeable difference

13. Aging - related changes in sensory
As we get older, these sensory thresholds
will be higher

19. Aging - related changes in sensory
Aging decreases sensory detection and
increase sensory threshold.
The amout of stimulation needed for
sensory dectection must increase.
Conclusion

20. Maketing to Elderly People
Vision
Older people have more difficulty differentiating colors of similar intensity,
especially when viewing them against similarly textured or reflective
surfaces and when viewing them under uniform lighting conditions. Pastels,
very dark shades, and combinations of colors at the green-blue-violet end
of the spectrum can be particularly difficult. These changes have marketing
implications for packaging, advertising illustrations, sign and store design,
product colorations, and materials, to name but a few. These problems can
be solved through increased illumination levels, heightened contrast
between elements in all visually presented information, and the use of
highly contrasting colors.

21. Maketing to Elderly People
Hearing
Interruptions to speech signals and increased rate of
presentation both result in reduced sentence understanding.
Time-compressed commercials are clearly less effective with
older consumers. Competition from background noise or
competing messages also lessens communication.
Modification of all vocal communications directed at older
market members through frequency modulation, loudness,
and a reduction in background noise can enhance
communication.

22. Maketing to Elderly People
Taste
Nutrition Technology Corp. of Cincinnati developed a line of
cookies, drinks, and puddings for the elderly institutional market.
To counter taste decrements, the cookies, for instance, are extra
sweet and offer enhanced chewability to increase the texture
factor.
The taste of many foods is enhanced by the addition of certain
ingredients in particular combinations; these synergies avoid the
use of salt, which is often not allowed to older persons. For
instance, a powder has been formulated that smells like bacon and
gives a salty flavor but offers no sodium or fat.

23. Maketing to Elderly People
Olfactory (Smell)
They also are found to be less attentive to their own bodily
odors; a specialized market exists for deodorants, perfumes,
toothpastes, and mouthwashes.
The social consequences of this phenomenon can be
substantial. Also research suggests that smell accounts for as
much as 80 percent of overall flavor sensation.

24. Maketing to Elderly People
Touch
Many older people have a significantly increased
susceptibility to hypothermia (the lowering of overall body
temperature to potentially fatal levels) and to frostbite at the
extremities, as well as a reduced ability to recover from these
conditions.
Generally, older individuals prefer more warmth in winter,
are less able to endure extreme heat in summer, and are
particularly uncomfortable in a draft. Heating, ventilating,
and airconditioning systems clearly should accommodate
these physiological phenomena.

25. Question 4: How has your sense of
touch influenced your reaction to a
product? I myself am a shopper, I always choose to buy by
touch to be able to penetrate into the product, this
job will make me more interested, stimulate more
tactile and help me decide to buy easier .
Feeling the product by touching will help me have
more connections and sympathy with the product,
even knowing if this product is lush, the material of
the product

26. Question 4: How has your sense of
touch influenced your reaction to a
product? The sense of smell or sense of smell is probably the one
sense that has the most influence on product perception.
Although all senses can recall human memories, the sense
of smell is considered the most powerful because it has
the ability to evoke emotions of the nervous system, which
is responsible for emotional responses in the brain.
By associating emotions with different scents, this system
allows us to retain scents in memory, the sense of smell
creates lasting effects because humans always associate
each scent with each specific emotion or experience

27. Q & A