Customer focus and factor affecting customer perception and types of customer

1. Department of Quality Assurance
R. C. Patel Institute of Pharmaceutical Education and Research, Shirpur.(MS)
FACTOR AFFECTING CUSTOMER
PERCEPTION
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Presented by:
Mr. Akshay D. Umale
Roll No.14
M.Pharm 1st Year (2018-2019)
Guided by:
Dr. P. P. Nerkar
Associate Professor
Department Quality Assurance

2. Content
 Intoduction
 Definition
 Customer Focus
 Factor Affecting Customer Perception
 Conclusion
 Reference
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Price
Quality
Packaging and Branding
Reputation
Service Quality

3. Introduction3
Customer is the cause & purpose of all
production and marketing activities.
Customer behaviour is the study of when,
why, how, and where people do or do not
buy a product.
Customer behaviour study is based on consumer buying
behaviour, with the customer playing the three distinct roles of
user, payer and buyer.

4. Customer Behaviour determines a firm’s
profitability. Further profitability is established
into loyal customer.
Companies that develop a fuller understanding
of consumers will be better able to develop
marketing strategies to meet their needs.
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to be continue...

5. Definition5
Customer perceptionis a marketing concept that
outlines a customers’ opinion or view about a brand or a
company by examining their experience with the
company from the products branding and services
offered.
Customer perception refers to the process by which a
customer selects, organizes, and interprets
information/stimuli inputs to create a meaningful picture
of the brand or the product. It is a three stage process that
translates raw stimuli into meaningful information.

6. Customer Focus
 Organization depend on their customers
 They should understand needs and requirement of the
customers
 They should exceed the expectations of the customers
 Customer Focus is an approach to achieving organisational
success by aliging systems, processes and activities around a
common purpose the customer.
 It is a critical that customer focused organizations have a
clear vision and strategy that has been informed by customer
needs.
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7.  Every aspect of the organisations can be aligned to deliver
on that vision and strategy, including the core element of
business leadership, customer experience and employee
experience. These elements are inter-related as shown by
diagram below:
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13. Factors affecting customer perception13
Price
Quality
Packaging and Branding
Rupatation
Service Quality
Customer Service

14. Price
 Customers have a high probability of favoring a product or
service that is economically priced.
 Price has a complex effect on customer perception.
 Customer appreciate a bargain and are often likely to favor
an economically priced item.
 Customer often perceive very inexpensive items as cheap
and discardable, ultimately damaging a consumer is
benefited from price reduction.
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15. Quality
 If the product completely satisfies a customer then it
enhances his/her perception towards it.
 The actual quality of a product is a vital part of a customer
perception of a good or service.
 Quality can describe any attribute in a set of characteristics
that satisfy or disappoint a consumer, including usability,
reliability, durability.
 Marketing can influence a customer perception of quality, but
in the end and particularly with non-durable goods , a
consumer’s actual experiance with a product will determine
the perception quality.
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16. Packaging and Branding
 These significantly affect customer perceptions depending on
how the product is presented during purchasing.
Attractiveness and display quality increases perceptions.
 Packaging and Branding have a huge effect on customer
perception, particularly at the point of purchase.
 Consumer are purchasing a type of product for the first time,
the way of product is presented can wholly determine their
perception of the item.
 Packaging and Branding of course, cover everything from the
attractiveness and display
 Of an item to the attributes of the product the manufacturer
chooses to highlight.
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17. Reputation
 Reputation of products develops over time and depends on the
experience with the product and intensive marketing
campaigns that raise the status and brand identity. This
determines customer’s product perceptions.
 Acustomer's perception of aproduct's reputation, moreover,isnot
only determined bythe product's brand identity and manufacturer
but bythe whole chainof distribution.
 Aproduct's reputation isbuilt up over time andis usuallya
combination of actual experiencewith the product, word-of-mouth
recommendations and marketing campaignsthat attempt toestablish
astatus or sharedview of the product or brand.
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18. Service Quality
 An assessment of how well a delivered service conforms to
the client's expectations. Service business operators often
assess the service quality provided to their customers in order
to improve their service, to quickly identify problems, and to
better assess client satisfaction.
 Service Quality is a multi-item scale developed to assess
customer perceptions of service quality in service and retail
businesses.
 This consists of 5 dimensions such as: tangible,
reliability, responsiveness, assurance, and
empathy.
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Block diagram of Service Quality

20. Customer Services
 Customer service is a system of activities that comprises
customer support systems, complaint processing, speed
of complaint processing, ease of reporting complaint
and friendliness when reporting complaint.
 From a social point of view, services should be available
to the customers on reasonable terms. As far as
economic factor is concerned, services should satisfy
the needs of the customers.
 Satisfaction of customer is determined by his evaluation
of service provided by a brand.
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21. Conclusion
 The research study has shown that independent variables that
are customer services and price fairness
play a very important role in making customer satisfied. Each
independent variable not only influences
dependent variable but complement each other as well.
 Customer satisfaction is very important as satisfied customer
would add value to the brand and
spread a positive word of mouth and help in making good
reputation of brand. Satisfied customers
would be able to make long term profitable relationship with
brand.
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22. Reference
 K. Nakashima et al. / The Asian Journal of Technology
Management Vol. 3 No. 2 (2010) 62-68
 https://www.cleverism.com/lexicon/customer-perception/
 International Research Journal of Finance and Economics
“Factors Affecting Customer Satisfaction “ISSN 1450-
2887 Issue 60 (2010) © EuroJournals Publishing, Inc.
2010 http://www.eurojournals.com/finance.htm
 www.communitydoor.org.au/SectorReadiness
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