Perception is defined as “an inner sensation resulting from a material impression produced on the bodily senses .” The term consumer perception therefore refers to the unconscious image that a customer creates about a product, service or brand, based on stimuli and sensations related to a company.
Consumer perception is, then, the opinion that is formed through each interaction with a company, directly or indirectly. In fact, all of a company's actions affect customer perception : the way products are placed in a physical store, colors and scents, the shapes of a logo, advertisements, discounts, customer service , etc.
For example, some fast food restaurants use red, yellow, orange to stimulate people. Red reflects passion and stimulates appetite; yellow is a warm and friendly color; orange is fun, innovative and modern.
The simple mix of colours is enough to make an impact on the customer and create a company's image. However, to create a positive perception, strategies that appeal directly to the customer's experience must be applied .
Some actions are essential for companies seeking to develop consumer perception . For example:
view a logo;
play ads;
receive promotions;
read customer reviews and social media comments;
receive notifications via sms;
interaction with customer service ;
after-sales follow-up .
3 factors that influence consumer perception
1. Personal experience
Consumer perception and learning taiwan phone number lookup are influenced by the personal experience a customer had when purchasing and using a particular product or service.
Imagine that you buy a cell phone from a technology company's e-commerce site. To get to that point, you read reviews about the company's reputation, checked its website, were interested in the price of the product, and liked the payment method and shipping method. In other words, you created a positive perception of the brand based on your personal experience.
But be careful! Keep in mind that perceptions can also be negative and bring great prejudices to companies. In fact, CallMiner revealed that organizations lose more than 35 billion dollars each year due to customer churn due to avoidable customer experience problems.
2. Influencers
Nearly 40% of Twitter users say they have made a purchase as a direct result of an influencer's tweet. This means that customers accept recommendations from people they have built a bond of trust with on social media.
When consumers know about the product, service or experience that the influencer has tried, they will build a positive perception of the brand since the recommendation comes from a person they trust.