PERCEPTION MARKETING RESEARCH

Abstract

Brand perception is shaped by several factors, from how a customer is treated by a company to how they feel about its marketing and how their friends and family perceive it. A positive brand perception means people are well disposed towards a brand and more likely to seek it out and choose it over competitors. Conversely, negative brand perception will not only make people more likely to turn to rival brands, but encourage them to share unfavorable opinions with others, fueling further negative sentiment. In short, brand perception is inextricably linked with a company’s bottom line. What isself-concept and why does it matter? Self-concept, or self-perception, is how a consumer perceives themselves. In the marketing world, such insight is important because it allows brands to see how their brand, product or service impacts on this perception. Consumers are often attracted to certain brands because they reinforce the idea they have of themselves – for example, sophisticated, intelligent, witty or attractive – and allow them to make a statement.