Power of Perception in Marketing
Is the glass half full or half empty?
A very common question used by psychologist to which describe a person as optimistic or pessimist. But the real question lies what makes the person to see the glass as half full or half empty.
The answer is PERCEPTION.
Perception is the thing that makes everyone see the world the other way around. The soul of the perception lies in the way one senses the environment and gives meaning to that. Understanding perception not only can help to change a pessimist into an optimistic, but can also help in understanding the human behaviour.
This is where the role of marketer becomes crucial because it can help a manager to understand the consumer behaviour. Perception establishes the meaning about a product or brand when a customer makes initial contact. In marketing this is described as consumer information processing. The perceptions of consumer define the consumer buying behaviour and that is the main reason companies spend money on marketing. It’s the perception of consumer that can build or destroy the image of brand.
Consumer perception describes their areas that are self-perception, price perception and perception of a benefit to quality of life to explain what drives the costumer purchase behaviour.
Self-perception relates to the motivations and values that drive buying behaviour whereas price perception is influenced whether costumers are satisfied with their purchases and whether they would purchase in future and benefit perception is based on the benefits the customers seeks from the product.
So, it is important to know what influences the costumer perception.
Majorly 3 things influence the perception i.e. Advertising, influencers, and most important personal experience. Refer to the case of United Airlines, when they dragged a ticketed costumer off a flight, the story reached different corners of world, and a result many people boycotted the airline. Personal experience is not only about the product, but also how they are treated and what are the additional services they enjoy.
So, keeping these things in mind, one must remember that perception is an important parameter in the success of any business because marketing is the game perception and understanding that game is important.
RITIKA CHAUHAN
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