When customers buy your products, they purchase much more than physical objects. Successful marketing involves building a brand with sensory and emotional triggers and then working daily to reinforce the image that your brand triggers in the hearts and minds of customers. The consumer perception that can make or break your brand may be carefully cultivated through clever and effective advertising.
Changes in consumer perception of brands can also spring seemingly out of nowhere, as when the Hush Puppies shoe brand became a fad during the '90s with little engineering from the company itself. Whether your company has painstakingly fostered customer perception or had the great fortune to unwittingly benefit from it, the importance of your brand's reputation should never be underestimated.
Successful marketing is a process of reaching out to customers through advertising, selling strategies and the product itself to create an impression that inspires loyalty. However, that impression is unlikely to endure unless you work hard to maintain it. The outdoor apparel company L. Bean has a return policy of replacing any product that a customer returns for any reason, regardless of how long it has been worn.
This policy surely costs the company extra when unscrupulous customers choose to take advantage and return items that have been worn for a considerable period of time. Over the long term, though, this legendary return policy has worked to the company's advantage by building trust and extraordinary loyalty.
Negative consumer perceptions can be at least as powerful as positive ones especially in the era of social media when stories about companies' bad behaviors spread quickly and can have devastating repercussions. When United Airlines had a ticketed customer dragged off a flight in April , the story spread through both social and mainstream media, creating a backlash from consumers who boycotted the airline and canceled credit cards affiliated with it.
Problems during a single transaction can damage a so far favourable customer perception. The consequence for companies is that they have to adapt their ways of competing for customers. Traditionally, companies have focused their efforts of customer relationship management on issues like customer satisfaction and targeted marketing activities like event marketing, direct marketing or advertising.
Although doubtless necessary and beneficial, these activities are not longer enough. They narrow the relationship between company and customer down to a particular set of contacts in which the company invests its efforts. Most likely this will produce not more than a satisfied customer who is well aware of the companies offerings and has a positive attitude towards them.
However, a satisfied customer is not necessarily a loyal one. If a customer is satisfied that means that a product of service has met his expectations and that he was not dissatisfied by it.
Customer satisfaction is doubtlessly very important. It is the precondition for repeat purchases and it prevents the customer from telling others about his disappointing experiences. A loyal customer, however, is more than a customer who frequently purchases from a company. The difference is the emotional bond which links the customer so closely to the company that he develops a clear preference for these products or brands and is even willing to recommend them to others.
Loyal customers truly prefer a product, brand or company over competitive offerings. Thus loyalty goes beyond a rational decision for known quality or superior price-performance-ratio. When the customer makes his buying decision, he evaluates the benefits he perceives from a particular product and compares them with the costs.
The value a customer perceives when buying and using a product or service go beyond usability. There is a set of emotional values as well, such as social status, exclusivity, friendliness and responsiveness or the degree to which personal expectations and preferences are met. Similarly, the costs perceived by the customer, normally comprise more than the actual price. They also include costs of usage, the lost opportunity to use an other offering, potential switching costs etc.
Hence, the customer establishes an equation between perceived benefits and perceived costs of one product and compares this to similar equations of other products. Based on this, customer loyalty can be understood as to how customers feel about a product, service or brand and whether their perceived total investments with a it live up to their expectations. The important point here is the involvement of feelings, emotions and perceptions.
Customer perception is influenced by a variety of factors. Besides the actual outcome — i. Customer perception is dynamic. First of all, with the developing relationship between customer and company, his perceptions of the company and its products or services will change. The more experience the customer accumulates, the more his perceptions will shift from fact-based judgements to a more general meaning the whole relationship gains for him. Over time, he puts a stronger focus on the consequence of the product or service consumption.
In the external environment, the offerings of competitors, with which a customer compares a product or service will change, thus altering his perception of the best offer around. Another point is that the public opinion towards certain issues can change. This effect can reach from fashion trends to the public expectation of good corporate citizenship. Shells intention to dump its Brent Spar platform into the ocean significantly altered many customers perception of which company was worth buying fuel from.
Research has been done on the impact of market share on the perceived quality of a product. The concept of customer perception does not only relate to individual customers in consumer markets. It is also valid in business to business situations. For example, a competitor benchmarking survey of a large industrial supplier revealed that the market leader, although recognised for excellent quality and service and known to be highly innovative, was perceived as arrogant in some regions.
If we take into consideration that there are about four other large players with a similar level of quality and innovative ideas, this perceived arrogance could develop into a serious problem. Customers here are well aware the main characteristics of all the offerings available at the market are largely comparable.
So they might use the development of a new product generation of their own to switch to a supplier that can serve them not better or worse, but with more responsiveness and understanding. Companies have done a lot to improve customer satisfaction and customer relationships in the past. As discussed above, this will not be enough any more. Any serious effort to manage customer perceptions starts with a good measurement system. Companies must be truly willing to look at the whole process of interaction through the customers eyes.
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 .
In short, customers want to feel like their issue is being taken care of diligently and fairly, whether or not they get the answer they want to hear. Customer satisfaction comes down to the customer’s perception of their experience with your company.
This perception may vary based on the customer or a certain demographic of customer. Customer perception can be developed from a variety of factors, such as their own personal experience or how they have heard other people experienced the product. The Internet has transformed how people experience brands and build their perceptions. May 12, · Best Answer: If anything is more important in any business than it is customer, more precisely customer perception. If your product/service meets customer perception than only you may retain the customer otherwise he will always try to find better place to see that his perception is being met healtlife.tk: Resolved.
Customer Perception is a marketing concept that tells us what customers 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. Customer perception is very important for success of product. Why customer perception is important for businesses In today’s globalising economy competition is getting more and more fierce. That means it becomes more difficult for products and services to differentiate themselves from other offerings than ever before.