Perception

Perception Process

EXPOSURE

ATTENTION

INTERPRETATION
Exposure
Process by which consumer comes
into contact with a stimulus
Attention

Attention is the extent to which

processing activity is devoted to a
particular stimulus
How Krispy Kreme break
through the clutter?
Different kinds of
doughnuts
Novelty/ unique
buying
experience
Halo effect-
coffee and
drinks
Interpretation
making sense out of a stimulus
Selective perception
 Perceptual positioning
High Price

Low Quality High Quality

Low Price
Marketing Applications of Repetition
Repetition increases brand awareness and
exposure of the brand
Marketing Applications of Repetition
Krispy Kreme has got it covered in social
media too
Stimulus Generalization

Family Branding
Krispy Kreme besides selling doughnuts
also sells coffee, Milkshakes and cold
drinks
Stimulus Generalization
Product line extension
o Doughnuts
From original glazed doughnut to
the new nutella doughnut.
Special doughnuts for special
occasions.
Stimulus Generalization
o Coffee oDrinks and milkshakes
Stimulus Generalization
Licensing

First krispy kreme store Now Krispy kreme has more

Built in 1937 in NC than 1000 stores located in
more than 25 countries