Though no two people will see the world in the same way as each other, Dan Murphy’s have created a perception of their brand that will always be similar between any person. That is, they can provide the lowest prices while also having a broader range of products than any other bottle shop in Australia.

Perceptual selection explores the fact that an average person is exposed to over 1,200 advertising messages though we only take note of less than 3%. How do we only notice the messages we want to see? This can be categorised into two major factors; consumers previous experiences and their motives.

Firstly, Dan Murphy’s take customer service very seriously as from the very beginning they have provided customers with statements such as “Dan Murphy’s was founded not only to enable you to obtain your liquor more cheaply but also to help you enjoy life in an atmosphere” and “to instruct, to advise and to co-operate with you in any way you wish.”

While the consumers motives when buying any product is to gain the best deal out of any company, Dan Murphy’s have stuck to their “lowest liquor price guarantee” therefor creating a positive motive for any consumer to return to any Dan Murphy’s store or even buy online.

Dan Murphy’s have also introduced a new advert which follows the company from the start of operations to the present using Dan Murphy as a protagonist. Showing Dan walking through the ever changing world though he stays the same creates the perception that the company will never change. This theme is also backed with the narrators voice stating that Dan “made a promise that you would have a drink at the lowest price … and they always will be the lowest price.”

This advert creates a very positive memory for the brand for anyone that views it as it uses time as a motif to explore how the brand has developed through the years and though everything has changed around it, they have stuck to their promise.

To conclude, how do you perceive Dan murphys? For me I see Dan Murphy’s as the cheapest and most accessible bottle shop out of all other competitors. This could be because they have always provided the top deals, and the widest selection of alcohol. Or their perception that they have created is so strong that I don’t even consider any other company.

References

Dan Murphys. (2019). The Dan Murphy’s Story. [online] Available at: https://help.danmurphys.com.au/hc/en-us/articles/360000043396-The-Dan-Murphy-s-Story [Accessed 26 May 2019].