Answer to Question #206580 in Management for PAS

Question

SUBJECT : CONSUMER BEHAVIOUR 

Explain in 6 points with elaboration , What role does perception play in consumer behaviour?

Answer 1

Consumers constantly synthesis all of the information they have about a company to develop a conclusion about whether that firm gives value in an influential perception. Businesses try to sway people's perceptions of reality, sometimes through deception and manipulation, but more often by simply presenting themselves in the best light possible.

Exposure is one of the most important factors in determining customer impression. Consumers are more likely to purchase a product if they have more knowledge about it. As a result, companies go to great lengths to market their services. However, this creates a problem: consumers tend to tune out when every brand bombards them with marketing messages. A firm must not only expose its goods to consumers, but also make it stand out from the throng, in order to influence consumer perception.

Another issue that firms must consider when attempting to induce purchasing behaviors is consumer risk perception. The more hazardous an offer is, the harder it is to persuade consumers to take action. Consumers who are unfamiliar with a product brand can't estimate the danger; it could be badly built, for example, or overly expensive when compared to alternatives. Businesses can overcome this apprehension by providing as much product information as possible in marketing and encouraging product reviews. Allowing potential customers to handle the goods in stores or test it at home, as well as having a liberal return policy, reduces risk perception.

When a customer makes a purchase, successful businesses don't sit back and rest. Rather, they continue to promote beliefs that lead to profitable actions. After customers have experienced a product, the goal is to retain a positive reputation and build brand loyalty. Superior customer service is an effective strategy because it preserves the impression that the company is concerned about the interests of its consumers. Clients become loyal to the company as a result, ensuring a steady revenue stream and making it more difficult for competitors to steal customers.

Modern marketing has been fundamentally altered by social media, making it more important than ever for businesses and organizations of all sizes to have a voice in the online world. Fortunately, getting your company online and reaping the benefits has never been easier. Small, medium, and large businesses have already seen the benefits of social media, and it is clear that it is here to stay. Marketing products and services on social media platforms can have a huge and positive impact on target consumers' impressions. Spending on social media promotion yields a higher return on investment.

Customer service is improved through perception. Customers are more likely to adjust their perceptions of how loyal firms are to customers and how much they value their experience if companies make it easy for them to contact them, ask questions, and obtain information. This is, in fact, the finest and quickest strategy to boost your brand's reputation among consumers.