In a highly competitive world where differentiating your product or service through objective, functional attributes is becoming increasingly difficult, marketers are focusing their efforts on customer perception. It is a topic of high interest that stands behind some of the greatest Marcum campaigns of the past years in all industries. Customer perception is the base for decision making. It is the companies duty to set the perception tone right so that consumers will not have any kind of confusion. Perception comprises three components: the perceiver, the target (stimulus), and the situation. Selection, organization and interpretation are the elements of perception. The consumer, actual or prospective is the perceiver, the 4 Ps are the target, and the buying occasion and the surrounding environment are the situation. Customer perception plays an important role from understanding the customers to communications and advertising, their buying decisions, their loyalty etc. It also helps in enriching the brand value and brings more possibilities for businesses. Also, the majority of business opportunities is generated from customer experience only.

Abhijith S

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