Product perception is how consumers view and respond to goods and services, including brands. Marketing and advertising strategies can shape perception, but companies must ensure claims are factual and meet consumer expectations. Brand recognition can also affect perception, especially for new products.
Product perception is a term used to identify the way consumers think about and ultimately respond to different types of goods and services, particularly particular brands of those products. Most companies dedicate a lot of time and resources to ensuring that existing and potential customers have a positive perception of the goods and services they sell, as this perception will have a direct impact on whether or not consumers actually buy those products. There are a number of factors that can affect product perception, including issues such as the overall quality, the effectiveness of the marketing and advertising effort, and the amount of brand trust associated with the products.
One of the most effective ways to shape product perception is to effectively use various marketing and advertising strategies that seek to create the right perception in the minds of potential consumers. The nature of the advertising used will depend very much on the characteristics that define target markets for consumers and will seek to highlight benefits associated with the product that are likely to have particular appeal to those consumers. This strategy often makes consumers aware of the product and incites enough interest and recognition that a sizable percentage of consumers will try the product to see for themselves whether it delivers on the promises found in the ad copy.
To maintain and increase product awareness, it is imperative that consumers find the product to be of acceptable quality. As expectations are often based on what is learned from the advertising effort, companies must ensure that all claims made by the product are factual. Assuming the consumer feels that the product conforms to the expectations set by the advertising, there is every chance that perception of the product will be improved and possibly lead to securing a repeat customer.
Association with a well-recognized brand is also a factor that will affect product perception. This is particularly true when the company wants to launch a new product. For example, if a well-known electronics manufacturer chooses to expand the product line offering by adding laptops to existing lines of stereo equipment and televisions, consumers who recognize and trust the brand are more likely to consider the potential of the laptops. Over the years, many companies have launched new product lines and made great use of brand awareness to gain an audience for new products, paving the way for those products to meet customer expectations and become profitable.
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