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How a consumer sees your brand is the main factor that influences their decision to purchase your product. Consumer perception is the most valuable determinant of whether your product will sell or not.
Establishing that your brand has what your target customers are looking for is always a priority to generate sales. Consumers look for value in a brand for them to make a purchase decision. Once they perceive that your brand has value, they will purchase your product and possibly even repeat that decision.
The different things that you do affect consumer’s perception of brand value. Everything influences how consumers see your brand, so how you market your products and manage your image is important. To better shape consumer perception towards your business, read about how consumer perception affects purchasing decisions.
Understanding what appeals to consumers is the foundation of any initiative to enhance their perception of your business. To do that, you need to know what constitutes value to a consumer. Simply put, most consumers buy a product for the perceived benefit they’ll gain from it.
Function is only a means to deliver benefit, which is what the customer wants. The perceived benefit, together with their opinion of the product, is what comprises consumer perceived value.
The perceived benefit of a product is classified into three levels: physical, logical, and emotional. The fulfillment of each benefit depends on what the consumer requires for their circumstance. Once they’ve seen the benefits, they balance it with what they see as the cost of the product, which doesn’t just include money.
The perceived cost of a product consists of price, time, and labor. Will a customer be able to save time, or is the product worth their time and activity? Those are the questions brands need to answer with their product.
As mentioned above, everything a brand does affect consumer perception, even the things that aren’t as visible, like pricing and quality. Here’s a breakdown of some of the factors that aren’t as focused on by businesses or other customers:
The recent OGX shampoo lawsuit filed against huge brand Johnson & Johnson is a fine example of how brand reputation can affect consumer perception. Something like that affects how a consumer sees a product of a certain brand. That’s why you must take care of your brand reputation.
Take responsibility whenever or if ever your brand does something wrong. Integrity is something that consumers look at, so your brand has to value and display yours by being accountable. Correcting your mistakes will certainly increase your perceived brand value because it shows that you care about your customers.
Some of your consumers or a specific demographic from your target customers look for brands with values that align with theirs. As mentioned above, perceived benefit also involves emotional gratification. Consumers will feel better when they know that they’ve spent their money on a brand that supports a good cause.
Other than purchasing decisions, there are other aspects of your business that consumer perception affects that align with sales generation. Besides converting consumers to paying customers, perception also impacts increasing trust and loyalty.
When you’ve established a good image and consistently produce products with value, you can gain brand loyalty. Having a customer base that remains loyal to your brand also means you’ve established trust. Once you’ve got both, it’ll be easier to sway consumers to consider you over your competitors.
How consumers see a brand determines whether they’ll purchase a product or not. It goes beyond what a product is and its functions as it also takes in its perceived benefits, costs, and the brand’s public image. Once a consumer sees the value of what your brand has to offer, that’s what will make them buy from you.
Deinah Storm used to work in the corporate world as a marketing affiliate. She quit her job to pursue her passion for writing, but to this day, Deinah is committed to educating consumers about the different marketing scams and how to avoid them.