Brand image and perception The Power of Brand Image: How Perception Shapes Consumer Behavior

Open and honest communication with stakeholders, including customers, employees, and the public, is crucial. By providing timely and accurate information, brands can demonstrate their commitment to resolving the crisis and rebuilding trust. Archetypes—universal symbols and themes—provide a framework for emotional branding. Brands can align themselves with archetypal personas (e.g., Hero, Sage, Lover) to evoke specific emotions. These archetypes resonate across cultures and time, tapping into our collective unconscious.

These findings illustrate that certain health or mental conditions can affect an individual’s acceptance and perception with respect to a product assessment through a sense of touch. Much of the previous work investigating hand-feel touch perception has focused on fabric or paper samples. The term “fabric hand” is the common terminology used in the textile industry when describing the quality of fabric evaluated by hand touching 82. When presented with a solid or semi-solid food product, humans naturally evaluate textural properties, such as firmness and deformation, using their sense of hand-feel touch. In fact, the quality and ripeness of the fresh produce, such as fruits and vegetables, have traditionally been evaluated using hand-feel touch by consumers at retail stores, along with visual, auditory, and olfactory cues 84,85. In addition to influence of culture, colors are different because of dependence on lighting conditions, observation position and surrounding especially the adjacent color.

That indicates advertising with good color was likely to attract children and purchasers. Color is taken as an important non-verbal sign in understanding consumer behavior (Kotler and Keller 2006). Consumers generally link specific color with specific product categories by understanding dependencies among different colors.

Consumer Perception: The Science Behind Consumer Perception and Decision Making

• Discover the secrets to crafting a powerful marketing plan that will skyrocket your business to new heights.
• While this may seem somewhat negative, it’s another layer of understanding how motivation works on consumer behavior.
• The concept of fuzzy number will be used to measure the degree of similarities of the available products to that of the customer’s requirements.
• Emotional motivation based on feelings, moods, or sentimental associations, can strongly influence purchasing decisions.

In recent years, there has been a surge of interest in eating with one’s hands, particularly in the restaurant industry 86. By hand touching, humans are likely to discern textural differences between samples that vary in composition, ingredients, and processing procedures 87,88,89,90,91,92. For example, Pereira et al. 88 showed that cheese products varying in moisture content could be differentiated by hand touching; those with a lower moisture content were evaluated as firmer, curdier, and less sticky than those with higher moisture content. Another study showed that an ethnic flatbread (parotta) sample prepared with guar gum was rated higher with respect to hand-feel quality than a bread sample prepared with Arabic gum 90. It should be also noted that hand-feel touch perception can be influenced by multisensory interactions with other sensory properties of a food or beverage product (for details, see Section 4.1, Section 4.2, Section 4.3, Section 4.4 and Section 4.5).

Customer service impact

This includes acknowledging the issue, taking responsibility, and implementing appropriate measures to address the situation. By demonstrating a proactive approach, brands can show their commitment to resolving the crisis and protecting their reputation. Consumers are considered to be rational when they seek out the best products that are worth their money and time. Alternatively, the extrinsic motivation could be showing off the latest tech to their peers or even the simple joy of unboxing a new product.

Hand-Feel Touch Cues and Their Influences on Consumer Perception and Behavior with Respect to Food Products: A Review

Researchers should, therefore, continue studies on various solid, semi-solid, and liquid foods to develop sufficient evidence of cross-modal associations with touch before generalizing conclusions. Furthermore, a majority of cross-modal correspondence research has neglected the possible effects of the intensity of each sensory modality evaluated. This may either enhance or suppress the extent to which cross-modal correspondence can influence an individual. Notably, there have been very few published studies on the cross-modal correspondence between trigeminal hand-feel touch and trigeminal oral sensations. Previous studies that have highlighted the cross-modal association between touch and trigeminal cues have mainly focused on carbonation feelings 138,185,207,227. Perception plays a fundamental role in consumer behavior, driving how individuals interpret, evaluate, and make decisions about the products and services they encounter.

Understanding Motivation

When talking about perception we always have to keep in mind that we perceive the world not as it is, but as we think it is. This statement is based on the fact that every human being relates the observed world to its past experiences, its values, etc. Perception is more than just gathering information about a certain event at a certain time. The major challenge for the marketer is to identify the target customer and to find out, how this customer perceives the world.

In this study, a comprehensive model for assessing the importance of the customer requirements in the products or services for an organization is proposed. The proposed study uses linguistic variables, as a more comprehensive approach, to increase the precision of the expression evaluations. The importance of these requirements specifies the strengths and weaknesses of the organization in meeting the requirements relative to competitors. The results of these experiments show that the proposed method performs better than the other methods.

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The concept involves designing and implementation of a cost saving algorithms by using fuzzy logic system by using python programming for guiding customer purchasing patterns, retrieval and faster method of accessibility with respect to different patterns. Expert systems in different domains like estimation and prediction of diverse business contexts have become highly significant. In the present study, fuzzy logic was used to design and implement an expert system which estimates the probability of buying product through parameters like buyer’s age, income level and product’s quality and price.108 fuzzy rules were used to create data. The system presents the user the exact quantity of output variable the amount of which is defined through the two methods of converting fuzzy quantity to exact one.

What specific aspects of consumer perception are examined?

• Numerous studies in the field of fabrics and apparel design have shown that different materials evoke different hand-feel sensations 146,147.
• Remember he is both the judge and jury, so the brand must remain vigilant in its effort to offer a positive brand impression on each customer.
• It was hypothesized that the fuzzy-multiple model allows rather accurately reflect consumer preferences and potential consumer choice in conditions of insufficient and undetermined information.
• By hand touching, humans are likely to discern textural differences between samples that vary in composition, ingredients, and processing procedures 87,88,89,90,91,92.
• Perceptual organization involves the brain’s ability to group and organize sensory inputs into meaningful patterns and structures.

For instance, brown, a color with the impression of being dull, can generate great effect in coffee shops or bakeries to enhance customer experience. Likewise, UPS, the leading shipping company worldwide, is renowned for its brown trucks. That indicates there is no formula for how to use different colors in creating customer experience. Color is expected to be helpful for capturing consumers’ attention as human beings are capable of quickly identifying colorful items. That is because the pre-attentive system of brain is designed and developed to easily spot color in the external environment, and what is more important sis that the system can immediately help select the items for following attentional processing.

Numerous studies in the field of fabrics and apparel design have shown that role of perception in consumer behavior different materials evoke different hand-feel sensations 146,147. In addition, incorporation of fabrics and other reusable materials into reusable containers and tableware items has increased as consumers have become more concerned with reducing environmental impacts related to product purchase 148. Since this may make consumers more willing to pay more for such products, it is unsurprising that companies are increasingly moving to ensure that their products fulfill the criteria for “green” products 149,150. A quick survey of the online marketplace Etsy () revealed a variety of containers and tableware with eco-friendly features. For example, a sandwich bag, typically single-use and made from plastic, is now also made from washable cotton fabrics.

Conversely, a low-priced product may be perceived as “cheap” or “inferior,” even if it functions just as well as a higher-priced alternative. Marketers who can successfully shape and enhance the perceived value of their products often enjoy greater customer loyalty and higher sales, even if the actual value doesn’t differ significantly from competitors. As a consumer, perception becomes shaped by advertising, word of mouth, past experiences, social media, pricing, quality, and customer service. Through these efforts, brands can redefine themselves as not just a product but also as a part of the consumer’s lifestyle choices.

Consumer behavior isn’t just about the act of buying; it’s a complex process that involves several key components. The study of consumer behavior as we know it today began to take shape in the 1950s, drawing from various disciplines such as psychology, sociology, and economics. It’s like a melting pot of social sciences, all coming together to help us understand why we buy what we buy.