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Copy of STIMULUS GENERALIZATION AND DISCRIMINATION

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Sobia Baseer

on 11 April 2014

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Transcript of Copy of STIMULUS GENERALIZATION AND DISCRIMINATION

IODIZED SALT PACKAGING
SOYYA BEAN OIL
For product when a competing brand using a similar packaging design as an already famous brand use for its product. It is done for either attracting or deceiving customer.
STIMULUS GENERALIZATION
Stimulus generalization occurs when a new stimulus that has similar characteristics to the previously associated stimulus produce a response that is the same as or similar to the previously associated response.
STIMULUS GENERALIZATION
IN PHYSIOLOGY..
something external that influences an activity or trigger response.

IN PSYCHOLOGY...
a concept in behaviorism and perception
STIMULUS GENERALIZATION AND DISCRIMINATION IN PACKAGE DESIGN
STIMULUS
SOME EXAMPLES
Marketers used principle of stimulus generalization as,
PRODUCT LINE EXTENSIONS
PRODUCT FORM EXTENSIONS
PRODUCT CATEGORY EXTENSIONS
FAMILY BRANDING
LISENCING
PRODUCT LINE EXTENSIONS
Include variation (color, packaging, size, and flavor) of the same product and core remain same
LUX IN DIFFERENT FLAVOUR
Maggie in different flavour
PRODUCT FORM EXTENSIONS
Same product in different physical forms
MAX LIQUID
PRODUCT CATEGORY EXTENSIONS
Producing products in different categories.
GILLETE
KOLSON
Marketing the entire product mix of the company under the same family brand name.
FAMILY BRANDING
P ANG G
SONY AND SAMSUNG
LICENSING

Allowing a well known brand name to be affixed to products of another manufacturer.


ALI AZMAT WITH PEPSI
KAREENA WITH QMOBILE
Stimulus discrimination is the ability of the consumer to detect differences in levels of a stimulus. It enables consumers to differentiate between the marketer’s brand and competitors brands.

Good positioning strategy of product or service can increase the chances of a consumer to discriminate among the competitors products in the shelf.
STIMULUS DISCRIMINATION
Marketers used principle of stimulus discrimination as:

Product differentiation
Brand loyalty
Brand equity

PRODUCT DIFFERENTIATION

Strategies design to differentiate between the competitors product.


NIKE AND ADIDAS
SHAN AND NATIONAL
PEPSI AND COKE
BRAND LOYALTY

Desire outcome of consumer learning. Consist of both attitudes and actual behavior towards a brand and that both must be measured. (Operant conditioning)
APPLE
BRAND EQUITY

Identity and image of the brand in the consumer mind.


DISNEY WORLD
GOOGLE
CONCLUSION

Help marketers in brand positioning brands on the nature of the product or service.
Explain how consumers learn to behave in the market place- influences purchase behavior.

THANK YOU
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