Consumer Perception is a marketing concept that tells us what Consumer think about a brand or a company or its offerings. It can be positive or negative feelings, perceptions, inhibitions, predispositions, expectations or experiences that a customer has.
A marketing concept that encompasses a customer’s impression, awareness and/or consciousness about a company or its offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels.
If you understand the concept of Consumer perception, you will figure out that it is arguably the most important factor that decides the success of a brand, product or a company as a whole. How a particular brand or company is positioned also plays a vital role in this. The characteristics of a brand and its personality play a big role.
If we look at the company Apple, we can see that the company is positively perceived by most of its customers. In fact, there are die-hard fans of Apple. The reason being that the company has been repeatedly innovative, it has good performing products which make a connect with their customers. As a result, Apple is one of the consistently top performing brands across the world.
Customer Perception decides how much a product sells and how a company is perceived.
Factors deciding customer perception
In general, customer perception can be influence by a lot of factors. Some of the major factors are
(i) Consistency of performance
How has the brand performed in the past and how it is performing currently.
(ii) Emotional Connect
Superb brands know that emotional connection with the customer is critical to brand development.
(iii) Marketing Communications
How the brand communicates with the customers using the various media vehicles.
(iv) Holistic Marketing
A brand cannot be excellent if it has good sales staff but pathetic support staff. A brand has to be a good all rounder and satisfy customers from all its touch points.
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