Customer Perception

Posted in Marketing and Strategy Terms, Total Reads: 10766
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Definition: Customer Perception

Customer perception refers to the process by which a customer selects, organizes, and interprets information/stimuli inputs to create a meaningful picture of the brand or the product. It is a three stage process that translates raw stimuli into meaningful information.


Each individual interprets the meaning of stimulus in a manner consistent with his/her own unique biases, needs and expectations. Three stages of perception are exposure, attention and interpretation


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

 

Examples

Sensory data emanating from an external environment (e.g., hearing a tune on the radio) can generate internal sensory experiences; a song might trigger a young man’s first dance and bring to mind the smell of his date’s perfume and his first kiss.

 

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