As in any marketing action, the main thing is to target the right audience, through the right channel and with the right message. An adequate promotion can be decisive in the perception of the consumer. The consumer starts from the idea that no major brand would risk associating with something of poor quality and assumes that that product or service has an added value. Having a relevant brand behind you is essential in the launch of a new product or service. In products of habitual consumption, practicality and simplicity (like an easy opener) take on special relevance. Also, an exclusive case is usually synonymous with luxury. Using recyclable or reusable materials, for example, can confer an impression of environmental awareness. Companies are increasingly aware of the influence that packaging has on product perception. It is not only about aesthetic characteristics, also influence in this sense its durability, safety of use, etc. It influences its practicality and even, in some sectors such as fashion or automotive, the image that the consumer wants to offer when using it. The first impression that produces what you want to sell is very important. The consumer gets a global idea from these attributes, among which we can highlight the following:
The perceived quality depends on the attributes of the product, which can be divided into intrinsic (the characteristics themselves) and extrinsic (the values surrounding the product, such as packaging, branding, advertising promotion, etc.). But that, once the acquisition has been made, objective quality becomes relevant since the customer can already effectively check the attributes of the product. In any case, we must not forget that perceived quality usually directs purchases because we do not always have the technical information or knowledge necessary to assess a product objectively.
For this reason, and because of how this parameter affects the brand image of a company, it is necessary to work constantly to achieve a perceived high quality in each of the products or services with which we work. When implementing a good marketing strategy, we must bear in mind that, although real quality is more easily valued by the producer and has relevance in B2B relationships, perceived quality is what leads to the purchase.
#Perceive perception definition how to
4 How to modify the perceived quality in a product.