1. PERCEPTION OF
CONSUMER
BEHAVIOUR
Jayanthan
22MCM03
2nd M.com
DRBCCC HINDU COLLEGE

2. CONSUMER PERCEPTION:
Meaning:
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. Factors Influencing customer perception:
1. Consistency of performance
2. Emotional connect
3. Marketing communications
4. Holistic marketing
5. Personal experience
6. Advertising
7. Social media platforms

4. 1.Consistencyof performance
How has the brand performed in the past and how it is performing currently.
2 .Emotionalconnect
Superb brandsknow that emotional connection with the customer is critical
to brand development
3.Marketingcommunications
How the brand communicates with the customers using the various media
vehicles.
4.Holisticmarketing
A brand cannot be excellent if it has good sales staff but patheticsupport
staff. A brand has to be a good all rounderand satisfy customers from all its touch
points.

5. 5.Personal experience
Personal experience is one of the most important
influencers that can easily have a direct impact on customer
perception. Our personal experiences matter most. When a
customer experiences a good service or purchases a great
product, the quality of goods and services matter.
6.Advertising
Promotional campaigns are an integral part of any
organization. It takes important steps to create advertisements
that can change your perception about a brand easily.

6. 7.Influencers
We all are surroundedby several influencers that have a direct and
indirect impact on your mindset. It can change customer perceptionat the drop of
a hat. Supposeyou saw an advertisement about apparel and were impressed by the
brand. Next day you met your friend who told you about the horribleexperience
he had at the brand outlet the otherday. Your perceptionchanges once again.
8.Socialmedia platforms
This is the age of technology where most peopleare on one or the other
social media portal browsing to their heart’s content. When you read reviews or
comments about particularproductsservices of a brand, your sub-consciousmind
automaticallytakes a decision.

7. Stages of Customer Perception
 There are 4 stages in consumer behavior

8. 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.

9. 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.

10. 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.

11. 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.

12. Importance of customer perception:
1. Brand loyalty
2. Increase in sales figures
3. Customer retention
4. Strengthens the bond

13. Brand loyalty
It is important that both brand and customer perceptiontally. Sometimes
what the brand is offering may differ from what the customer perceives. It can
cause unfavorable reactionsfrom one or otherparties.
Make sure that the brand is in completesync with the customers to boost
their perception aboutits productsand services. Once you gain his faith, it
becomes possible to earn his loyalty gradually. This helps the brand to increase its
customer base and proves an advantage in terms of customer perception

14. Increase in sales figures
The actual aim of a business entity is to boost its sales
figures. It implements several steps to lure in its customers.
Remember, it is the consumer perception that drives his
Customer retention
Serious competition forces the brands to decrease their
prices because they want to win over customer loyalty at any cost.
Although the sales figures increase the actual revenues does not
increase at the same Rate.
When you already have a good and loyal customer base
because of positive customer perception, it becomes easier for a
brand at customer retention. Behavior and ultimately leads to buying
decision.

15. Creating & Improving Customer
Perception:

16. Creating customer perception is a careful process which is
conducted with customers to create the desired customer
perception:
1. Customer Survey
2. Response Analysis and Customer Journey Mapping
3. Formulation of tactics to create perception
4. Reach to Customers with redefined/tweaked messaging