That also is what helps form a certain idea, a perception of your company. The set of subjective qualities or values that a customer associates a business with is also sometimes referred to as a brand image. To be in touch with their target audience, companies dedicate to recyclability, promise extra perks and bonuses or adjust their production to offer budget prices. The ability to better grasp and understand your target audience and tailor a product or services to their needs gives you an upper hand in adjusting to the market changes faster. Being impressed by the culture and values of your company may inspire them to become ambassadors or even employees!
Having a consistent, positive reputation is a driving force for your customers to become even more involved with your business.
Much of the research shows that there is a strong relationship between the two. Naturally, the more interested consumers are in what you sell and the more they believe in your message, the more they are willing to cooperate. Attracting new customers and retaining the existing onesīy having positive opinions, thoughts and experiences related to your company and brand, a new customer may decide to join and try out your products, while an existing customer is more likely to become a return one.This creates an impression even before the customers actually see the product for the first time in real life.Īccording to surveys and research, customer perception has an influence on: For a modern successful business owner, consumers and their opinions of the product are vital - they can define whether a launch of the new product is successful, whether the customer will renew a subscription and so on.įor instance, according to Pew Research consumer survey, 80% of individuals check reviews before shopping to have a better understanding of the products they buy and the companies they buy from. In contemporary globalized markets, it is very easy to find an equivalent and switch from one provider to another. ❗“The customer’s perception is our reality” is a quote by Kate Zabriskie, which is often used when talking about this topic. How Customer Perceptions Influence Your Business Their opinion is what motivates a customer to engage with your business, what makes them come back and purchase more. How Customer Perceptions Influence Your BusinessĪs a definition, customer perception refers to a set of thoughts and opinions a customer has about your company and its services.
Thus, development of a brand or the logo of the product, packaging of the product, etc., have to be made keeping the consumer's perception in mind. The marketers use a perceptual map, wherein they find out the attributes or the characteristics that the consumer associates with the product and they create the product accordingly. Marketers make use of perception to formulate marketing strategies. A consumer also interprets the symbols and other physical features of the product on the basis of his experience and cultural beliefs. Hence we are guided by our learning as well as the semantic meaning of a word. The consumer interprets the information in two ways: 1) the literal meaning or the semantic meaning and 2) the psychological meaning. How well the consumer pays attention will depend on the stimulus, and also the consumer's interest and need for that product. This is called the process of perception and has the three steps: 1) exposure, 2) attention, and 3) interpretation. Of all the stimuli a consumer comes into contact with, he pays attention to only a few and interprets the messages that he remembers. However, they sometimes use indiscernible stimuli that are just below a consumer's threshold so as to influence him. Marketers thus use stimuli to grab customers' attention and most often these efforts are clearly visible and known to the customer. It helps the consumer to distinguish changes in prices among purchase alternatives. JND is the minimum difference that the consumer can detect between two stimuli he receives. This is when Just Noticeable difference (JND) comes to their aid. The marketer must distinguish his message from the competitor's message. The marketer uses various props to stimulate the consumer, that is, through the use of colors, sound, touch, taste, or smell, to observe the product. The five senses of a person help him in this process. In marketing, perception is concerned with understanding how the consumer views a product or service. Perception is the process through which a person forms an opinion about the various stimuli he receives from his sensory organs.