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P R E S E N T E D B Y

N A V E E D A L A M K A B I R , I S H A N K S A G A R ,K S H I T I J D U B E Y , A S H U T O S H Y A D A V A N D

C Y R I L S C A R I A

Exposure, Attention and

Perception

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ASSIGNMENT

Examine the homepages of two competing onlineretailers :

How does each site use the principles of perceptual

organization?How does each make its stimuli pleasant, easy to

process, or surprising?

Which home page appears to be the most effective in

attracting your attention and perception and why?

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http://www.flipkart.com/

http://www.homeshop18.com/

Websites chosen for the study

http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.homeshop18.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/http://www.flipkart.com/

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Perceptual Organization

The process by which stimuli are organized intomeaningful units.

Principles of Perceptual Organization

Figure and Ground Closure

Grouping

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Flipkart Home Shop 18

Movement: Latestadvertisements are nonstatic

Background : Whitebackground, greater focuson products

Size : Important stimulilike latest offers, productlines etc. are displayed inlarge sizes

Movement : Latestadvertisements are nonstatic

Background : Whitebackground, greaterfocus on products

Size : Important stimulilike latest offers, productlines etc. are displayed inlarge sizes

Figure and Ground

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Flipkart Home Shop 18

Information is specific

and to large extentcomplete on Flipkartshome page

Ambiguous

Information : UnlikeFlipkart, categorizationis more abstract ratherthan specific and

detailed.

Closure

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FlipkartHome Shop 18

Similarity Similar

products arestrategically placedclose to each other Eg. Lifestyle Products

Clothing, Footwearand Watches aregrouped together

A lot of content is made

available on the homepage itself in a ratherunsystematic way.

Grouping

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Enhancing Consumer Attention by MakingStimuli

Pleasant

Surprising

Easy to process

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Flipkart Home Shop 18

Using Humour

Satirical Ads UsingChildren

Using attractive models

Pleasant

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Flipkart Home Shop 18

Novelty : Using

children in their ads

Novelty :Product

Videos andDemonstrations can be

viewed online

Surprising

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Flipkart Home Shop 18

Concreteness : Most of

the information on thehome page is concreteand does not leave roomfor any doubts

Competing Information:Strategically arrangedinformation, very lessclutter

Concreteness : Most of

the information on thehome page is concreteand does not leaveroom for any doubts

CompetingInformation: Too muchof information on thehome page

Easy to Process

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Our Choice

We pick Flipkart over Home Shop 18 due to thefollowing reasons :

1. Very pleasant home page with information that is

concrete, specific and well arranged.2. Brand Name

3. Greater Product Variety

4. More interactive home-page

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THANK YOU