Perception is the process of selecting, organizing, and interpreting information. After time, some of these stimuli become adapted and we seize to remark on their significance. Those that receive our attention we evaluate and interpret their meaning based on our methods of cognitive and behavioural processing. Through our sensory system, we are exposed to an infinite amount of stimuli, some of which we pay attention to, and some we tune out completely. The perceptual process begins when our sensory receptors (eyes, ears, tongue, nose, and skin) come in contact with sensory stimuli (sights, sounds, tastes, odours, and textiles) around us. This suggests that consumers’ visual interpretation alone can influence their overall attitude towards a product or brand. However, when the blindfolds came off and they drank the beer, many of them described it as “watery” tasting (Ries, 2009). Most of them said the product tasted like regular beer. For example, in one study, consumers were blindfolded and asked to drink a new brand of clear beer. How you combine these senses also makes a difference. You do so via stimuli that affect your different senses - sight, hearing, touch, smell, and taste. Other is Apple products, the customer perception is quite high hence are priced premium.Perception is how you interpret the world around you and make sense of it in your brain. Holiday customers always have high perception for Switzerland and are ready to pay more price to visit the place.
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Sensory data emanating from an external environment (e.g., hearing a tune on the radio) can generate internal sensory experiences. Reach to Customers with redefined/tweaked messaging Formulation of tactics to create perceptionĤ. Response Analysis and Customer Journey Mappingģ. Managing Customer Perception is one of the most critical tasks for a company looking to launch and maintain a big brand.Ĭreating customer perception is a careful process which is conducted with customers to create the desired customer perceptionĢ. Ineffective sales and marketing can cause negative perception even before sale is made. Sometimes poor customer service after the sales can affect the perception and cause reduced repeat business. The customer perception can be improved by following the customer perception cycle as stated below as a fresh start listing to what the customers perceive and expect from the product/service offered by the organization.Ĭustomer Perception is equally valid in pre-sales as well as after-sales customer journey. The negative image of the brand affects the overall customer perception affecting the bottom line. Initial Customer Perceptions needs to be positive as that will lead to the future scope of the brand. The companies need to know at all times how customer perceive them so as to tweak the positioning or offers to make sure that the brand image and identity are in sync.Īlso, it is very important as many a times the customer perception stays for a long time in the minds of the consumers and sometimes it can be permanent as well. It is very important because if the customer form a negative perception then no amount of work on brand or product will improve sales. It is the image of that particular brand in the mind of the customer.Ĭustomer Perception is very important for companies or brands as it tells them how their potential customers think about them. In simpler terms, it is how a customer see's a particular brand with whatever he or she has been able to understand by watching the products, its promotions, feedback etc. It may be positive or it may be negative as well. This means that the customer perception is now formed. Now the final stage is when the customer remembers the interaction for future references by storing it in the memory. Overall the customer assigns some meaning to the overall experience with the product. It can lead to comparison with another similar product or some similar experience from the past. Interpretation is how a customer assigns meaning or some value to the inputs and experience in the first 2 stages of customer perception. If the attention results in positive experience, it may get into the interpretation stage. AttentionĪttention comes into picture when the exposure stage completes and the customer takes notice of the message and product being marketed. When we see a particular color and taste a unique flavor it can get our attention which forms the second stage.
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ExposureĮxposure includes the elements like colors, logo, sound, ambience which a customer experiences when they interact with a brand or a product.
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Three stages of perception are exposure, attention, interpretation and memory 1. Creating & Improving Customer PerceptionĬustomer Perception is a three stage process that translates raw stimuli into meaningful information.Įach individual interprets the meaning of stimulus in a manner consistent with his/her own unique biases, needs and expectations.