Customer perception

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.


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