Consumer Perception Of A Product

The ability of consumers to choose a product is currently growing because of the many manufacturers that provide different levels of product quality are also diverse. Consumers review and collect various reviews from TPR (Top Portal Review) as a reference for making decisions.

The way a consumer views a product whether the product is good or bad in quality, price, form, and benefits before he makes a purchase decision.

Consumer satisfaction itself is defined as a state where consumer expectations of a product in accordance with the reality received by the consumer about the ability of these products. If the product is far below consumer expectations then he will be disappointed. Conversely, if the product meets the expectations of the consumer, then he will be happy. These consumer expectations can be known from their own experience when using the product, the talk of others, and the advertising information promised by the company that produced the product.

Customers see what they expect to see and what they expect to see depending on common beliefs. And because each group and individual have different common beliefs that cause perceptions of something also to be diverse.

This quality perception will shape the perception of the quality of a product that determines the value of the product and directly influences consumer purchasing decisions and their loyalty to the brand. Because perception of quality is consumer perception it can be predicted if customer quality perception is negative, the product will not be favored and will not last long in the market. Conversely, if the perception of positive quality then the product will be favored.

Factors Affecting Quality Perception

What factors influence the perception of quality, why customers believe that some brands have a high or low-quality perception. How to build a positive and strong quality perception, what factors are used by the customer to assess the quality as a whole and so on. The answer above depends on the dimension of perception of quality and context. To know these dimensions are usually done research and customers will be asked why the dimensions of a brand have a higher quality compared to other brands. The dimension of perception of the quality dimension of quality perception is divided into six namely:

  1. Performance: Involves many key operational characteristics
  2. Service: Reflects the ability to provide services to the product
  3. Resilience: Reflects the economic life of the product
  4. Reliability: Consistency and performance resulting from a product from a purchase to the next buyer
  5. Product Characteristics: Additional parts of the product/feature
  6. Compliance with Specifications: It is a point about the quality of the manufacturing process in accordance with the specified and tested specifications.

Because of the various things that producers have to shape the perception of consumers about their products into good and quality products.