customer perception ppt.pptx

Consumer behaviour
Consumer perception

1. S. Poovarasan 22MCM07 2 ND M.COM

2. What is customer perception Customer perception is the opinions, feelings, and beliefs customers have about your brand. It plays an important role in building customer loyalty and retention as well as brand reputation and awareness .

3. Stages of consumer perception

4. Customer Perception is a four stage process that translates raw stimuli into meaningful information. 1. Exposure Exposure includes the elements like colors, logo, sound, ambience which a customer experiences when they interact with a brand or a product. When we see a particular color and taste a unique flavor it can get our attention which forms the second stage .

5. 2. Attention Attention comes into picture when the exposure stage completes and the customer takes notice of the message and product being marketed. If the attention results in positive experience, it may get into the interpretation stage.

6. 3. Interpretation Interpretation is how a customer assigns meaning or some value to the inputs and experience in the first 2 stages of customer perception. It can lead to comparison with another similar product or some similar experience from the past. Overall the customer assigns some meaning to the overall experience with the product.

7. 4. Retention Now the final stage is when the customer remembers the interaction for future references by storing it in the memory. This means that the customer perception is now formed. It may be positive or it may be negative as well. 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 is the image of that particular brand in the mind of the customer.

8. Advantages of customer perception :

9. Customer perception is a crucial component of the relationship between a brand and its customers. Customer perception brings along a lot of advantages: Increases Customer L oyalty When customers have a positive perception of your brand, they will be loyal to your brand and will bring more customers. A good price point, better packaging, a special offer can lure them. So, building a strong relationship with a strong brand image is important.

10. Influences Buying D ecision If you’re selling cars, and the customer has to choose between you and your competitor, positive customer perception will be advantageous. Your price point is higher, looks are good, you have a strong brand value. The competitor’s car is cheaper, but more powerful and packed with accessories, but the looks are ordinary, the brand has a history of scandals. What will nail his decision over performance and quality? Even though the competitor’s car is a better one, he will zero in for yours. This is what happened to Volkswagen after the  Dieselgate scandal in 2015.  Though a top car brand, its sales figures fell, and the brand is still struggling to come out of it.

11. Development of New Products/Expansion Understanding customer perception towards a product will help marketers to launch new products or to expand the business. Based on positive customer perception, a brand can introduce new offerings with similar features

12. Disadvantages of consumer perception :

13. Loses credibility A company must keep its promises to its customers. Always strive for truth and make sure whatever you have promised you are delivering it to the letter. False promises will create a negative impact on the customer, and you will lose your credibility in the  market . An important disadvantage of wrong customer perception is that making false promises loses the trust of the common man .

14. Customer Service I mpact Make sure your customer service department is up to the mark if you want to avoid negative perception about your brand. When the customer service department does not work efficiently, it has a direct impact on the mind of an individual. An important disadvantage in this scenario is that once a customer makes up his mind negatively about your brand, you will need to work extra hard to remove this preconceived notion from his mind. There isn’t a guarantee that you will succeed in your endeavor. Customer perception is relative, but once it gets fixated on something , it becomes difficult to change it immediately.

15. Complacency Do not get comfortable if you are getting positive feedbacks of your brand. When everything is going smoothly, people start taking all the things for granted and become complacent. If a customer complains, it is taken lightly or passed to some other employee who forgets to pay timely attention to it. This can cause serious repercussions as it will cause negative customer perception. Maintain a strict vigil on your employees so that they can work efficiently towards maintaining a positive impact.