Customer Perception

Published by MBA Skool Team, Last Updated: May 16, 2020

What is Customer Perception?

Customer perception is a process in marketing which explains how a customer perceives a particular brand in one's mind. 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. Customer perception is also referred to as consumer perception.

Stages of Customer Perception

Customer Perception 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

Stages of Customer Perception

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.

Importance of Customer Perception

Customer Perception is very important for marketeers as it tells them how their potential customers think about them. It is very important because if the customer form a negative perception then no amount of work on brand or product will improve sales. The companies need to know at all times how customer perceive them so as to tweak the positioning or offers to make sure that the brand image and identity are in sync.

Creating Customer Perception

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

Creating Customer Perception

Customer Perception Example

Sensory data emanating from an external environment (e.g., hearing a tune on the radio) can generate internal sensory experiences.

Another example is holiday in Switzerland. Holiday customers always have high perception for Switzerland and are ready to pay more price to visit the place.

This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse the definition and meaning of more similar terms. The Management Dictionary covers over 2000 business concepts from 6 categories.

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