Customer perception include impressions, awareness, knowledge and feelings about a given product or company that buyers have, comparing it with competing products. Customer perception is influenced by:
- preferences for quality or price
- positions of competitive products on the map of product perception,
- weaknesses and strengths of the product or service
- product features that give it the best chance of being seen and accepted by buyers.
Customer perception of company's brand in the awareness should occupy a specific, distinctive and desirable place in comparison with the products of the competition. It is strongly affected by advertising, marketing mix, public relations activities and social media mentions.
- Ndubisi, N. O. (2003). Service quality: understanding customer perception and reaction, and its impact on business. Gadjah Mada International Journal of Business, 5(2), 207-219.
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