What Factors Affect Product Perception?

Malcolm Tatum

Product perception is a term that is used to identify the way that consumers think and ultimately respond to different types of goods and services, particularly certain brands of those products. Most companies will devote a great deal of time and resources to ensuring that both existing and potential customers have a positive perception of the goods and services they sell, since this perception will have a direct impact on whether or not consumers actually buy those products. There are a number of factors that can affect product perception, including issues such as overall quality, the effectiveness of the marketing and advertising effort, and the amount of brand confidence that is associated with the products.

Quality, effectiveness and marketing influence consumer perception of a product.
Quality, effectiveness and marketing influence consumer perception of a product.

One of the most effective ways to shape product perception is to effectively use various marketing and advertising strategies that seek to build the right perception in the minds of potential consumers. The nature of the advertising used will depend greatly on the characteristics defining the targeted consumer markets, and will seek to highlight the benefits associated with the product that are likely to have special appeal to those consumers. Often, this strategy makes consumers aware of the product and incites enough interest and recognition that an appreciable percentage of consumers will try the product to see for themselves if it lives up to the promises found in the ad copy.

In order to maintain and increase that product perception, it is imperative that consumers find the product to be of acceptable quality. Since expectations are often based on what is learned from the advertising effort, businesses should make sure all claims made for the product are factual. Assuming that the consumer finds the product to comply with the expectations set by the advertising, there is every chance that the product perception will be enhanced and possibly lead to securing a recurring customer.

Association with a well-recognized brand is also a factor that will affect product perception. This is particularly true when the company wishes to launch a new product. For example, if a well-known electronics producer chooses to expand the line of products offered by adding laptop computers to the existing lines of stereo equipment and televisions, consumers who recognize and trust the brand will be more likely to at least consider the potential of the laptops. Over the years, many companies have launched new product lines and made great use of brand recognition to gain an audience for the new products, ultimately paving the way for those products to live up to customer expectations and become profitable.

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Discussion Comments


Well-designed logos are important, in my opinion. I'm a graphic designer, and I don't trust any company that has an ugly or poorly designed logo.

Designers can help businesses choose the right fonts and colors to reflect their services. It's always best to consult with a designer before getting a logo you put together yourself out there on business cards and billboards.

There are so many aspects to think of when designing one. A logo needs to encompass all that you business is about, because it will make your first impression.


@kylee07drg – I think that mostly companies who already have established their brands attempt to cut down on quantity. New brands are going to need to provide as much product for the money as possible.

You really have to work to establish a good reputation when you are getting started. It's okay to offer cheaper prices, especially at first, because you need to reel customers in. Hopefully, you will be able to maintain that standard of quality and quantity, but who knows?


Quality is important, but so is quantity, in my opinion. I want to feel like I'm getting enough product for my money.

I hate when I buy a box of granola bars only to find that they are like three inches long. Even if they are very tasty, there isn't enough product there to justify the cost.


How you choose to advertise can play a big role in how you are perceived. For instance, I think that insurance companies that choose to use cartoons in their ads instead of human testimonials are making a big mistake.

If you are running a business that deals with serious things like accidents, you want to be portrayed as respectable and trustworthy. If you are in a recreational business, then it's fine to use animation.

I really think that hiring an advertising agency to help you is the best move you can make if you are starting out. The design and copywriting experts can usually be trusted.

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