Consumer perception is the consumer’s overall opinion, thought, awareness, and feeling about a brand and its product and service offerings.
In marketing collateral, there are four distinct stages of perception that occur during consumer information. They are: sensation, attention, interpretation, and retention.
The Sensation Stage: Sensation occurs when a person’s senses are exposed to the external stimulus of a product. The sensory receptors of a consumer are engaged by product through sight, sound, smell, taste, and texture.
The Attention Stage: A consumer pays attention to messages that are consistent with her attitudes, beliefs, and needs. When a product is inconsistent with these factors, the consumer withdraws the attention of the product.
The Interpretation Stage: Interpretation occurs when a consumer assigns meaning from the previous experience to the present experience of product or service. This leads to comparison with another similar product or some similar experience from the past.
The retention stage: The final stage is when customer perception is now formed. It may be negative or positive.
These perception processes occur when consumers interact with a brand, product, or service. If there is an excellent impression of quality product and service, then there is a good perception of your brand.
Quality products must be fit for use, reliable, conform to regulations, free from deficiencies, and must meet consumer needs and industrial standards.
Quality services must have these characteristics : assurance, responsiveness,empathy, security, and tangibles.
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