Consumer Perception About The Brand

Hardev SinghMBA(H.N.B. Garhwal Central University)Srinagar Garhwal Uttarakhand(2012-14)Sale Ex.-Peter England

EpilogueIn this PPT I am writing about Consumer perception, and where I will show my experience with the customer in the front of Retail industry, I have done 2 year work in the Peter England, & Planet Fashion in Delhi. One thing important about my experience I have done work in shopping mall, and other site local market outlet at Nirman Vihar, Cross River Mall, Mayur Vihar in delhi.

Retail Is very Important sector for know easily customer behavior, customer buying power and perception about the brand, because of where you can face more customer in a particular day. Which is increase sales person motivation, learning ability, sales deal. And brand promotion etc. And another thing in this PPT I will not copy any data from another book & PPT only I will show my experience.

Consumer perceptionPerception is mental activities which is effect human mind for particular thing, and every person have different perception.Same thing consumer’s analyze one product in a different way because of perceive technique. Only perception has set customer mind for buying, and give positive and negative decision for buying.

Perception is a stimulus and sensation process, and consumer life style, culture, environment and living standard effect consumer perception, present time in a social media has created different culture in the market, and all company are following social media marketing techniques, and try to providing affective advertisement videos, and slogan which is direct attract to the customer mind,

Consumer perception about the brandHere I will write those important aspect what ever I have observed in Retail sector at Delhi NCR.In Delhi NCR many customer are not aware about the brand whenever they want to buy branded apparel and shoe in shopping mall they think company increase price over there butThey goes to buy same thing in a local market branded outlet they think company decrease product Mrp at local market store. This is wrong and negative perception about the brand.Those person who’s have good knowledge about the brand they never create this type of thinking in his/her mind.

What is the reason behind the negative perception about the brand, and why they are doing this, because they believe those person who’s create wrong marketing for branded goods. I think company never make brand, customer make brand because if customer are fully satisfy for any product and using day by day so definitely one day product become a brand.

Factor affecting Consumer perceptionThose important factor’s are follow which affecting consumer perception….

Color’s Marketing Techniques Advertisement technique Punch Line Product Design Product Packaging etc.

Mainly company use effective color on their product advertising and packaging like as-blue, red, orange, black white combination, pink, green etc. because color’s are useful for easily identify company name and information.

Eg- Red identify –Vodafone Blue identify- Facebook, Air travelling comp. sky beg,etc.

Two types of Brand in Retail Sector.

EBO’S

• Exclusive brand outlet

MBO’S

• Multi Brand Outlet

Exclusive Brand OutletEBO’S type of branded outlet you can get only single brand product, and fine more options in a single brand, ebo’s marketing and selling techniques are different, is there company provide only limited offer.

I observed one thing about the ebo’s brand, when customer goes to ebo’s store their mentality set only over the one thing, they bought levi’s jeans, nike shoe’s park avanue shirt, peter england apparels and sparky casual shirt and jeans. Because of company are selling directly their product, and their name. or try put their brand name and value in the customer mind. This thing directly co-relate between customer and brand. And customer perception set only for brand name which is manufactures of this brand.

Multi Brand OutletHere you will know about, how to affect brand nameMbo’s is a multi brand outlet, where customer finds more brand products, is there company sales local and branded product, but here company has rus their MBO’S name not product brand name, like as- Lifestyle, Max, Reliance Trend, Pantaloons, Stanmax,

Whenever customer goes to mbo’s outlet, customer never say I did purchase levis, saprky, wrangler jeans etc, they say I have purchased jeans from lifestyle, max and pantaloons, because of here customer buy only one brand that is called, max, lifestyle, reliance trend, even customer find branded shirt, shoes over there but perception set only for name, is there customer can get proper offer on their card, even cash back, but customer mind set only for outlet name not for product name.

Why customer perception important for brand?-Any customer negative and positive perception are important for company, because without customer perception company can not evaluate product strength. If company wants to introduce new product in the market so before launching company has to use market research, market research does show customer willingness, desire, awareness and idea about new product, then company will analyses their market research and introduce new product in the market according to customer wants.

So that’s why perception are important for, market research, advertisement policy, branding, evaluating, pricing and distributing. All kind of consumer related data are create new marketing policy and planning techniques, then new brand does work in the market .

How does retail merchandise visual display attract customer mind for buy-Retail merchandise display techniques attract customer mind for buy the product, and it is compulsory for all shoes & apparel Industry, because of visual display is a one type of techniques which is directly work without sales person, advertising and any type of offer, and customer purchase product. Where company display best dressing sense and attractive combination with the Apparels. Even you have seen at shopping mall.

•Contrast matching dressing display•Suits with party wear dressing combination,•Line &check shed combination,•Casual and formal dressing sense•Color’s combination.•Nature with linen apparels combination•Ridding combination with casual dress•Luxuries cars and house with suits and shoe combination.

Merchandise display

Why customer give value for brandBecause brand give , value, trust, loyalty and passion. Brand is a name which identify company goods and service, and brand knows very well customer income value. So that’s why customer will use branded product and service.

Nobody can comparison with levis jeans, zodiac shirt, woodland jacket, US Polo t-shirt , Raymond Fabric, Vanheusen Formals, Blackberry party suits, and Nike shoes etc. Because they give quality and believes. They know very well how to give better value of customer income and set their brand value in the customer mind.

Even so many local brand work in the market. They increase their product Mrp at offer time, and give low quality product. And also create wrong perception in the customer mind. They do work only for money even they sales copy brand, that’s why some customer put on his/ her mind wrong perception about the brand.

How seller establishes quality of the object in the customer’s mind.There are tow type of seller, one is well trained and another is untrained but customer believes both seller, all branded outlet customer will face well trained seller they give respect’s to the customer and speak very politely and they have patience. But they never manufacture any product. Second thing in any local market and outlet you will face untrained seller they speaks very well but they haven’t patience because they are not trained they don’t know what is the value of customer. Only few local seller makes good relation to between the customer, but is there local seller never manufacture product’s. I will give one example…..;When ever we go to vegetable shop, and try to ask with fruit seller, it would be sweat apple on the inside but fruit seller will say yes, that time we believe sales man and salesman never made this product this is natural thing what taste will inside on the apple sales man don’t know, they taste only one apple. because here we believes salesman not product. So that is reason how customer put product value in the customer mind.

Conclusion Only Consumer perception will provide positive and negative view about products & services, and at present time every company does work over the consumer behavior. Because 21 centaury industry has to set smart marketing &innovative technology in the market then they will survive. Because customer need and competitor increase day by day. Here company has to left his old and traditional marketing techniques and they have to use new marketing and selling techniques. Because customer wants everyday new product which is make all thing easy and fast,