What does customer perception refer to?

Customer perception refers to the awareness or attitude of customers toward a company, its products, or its services. This concept encompasses how consumers view a brand based on their experiences, interactions, and the information they have received. It is shaped by various factors, including marketing communications, customer service, and word-of-mouth.

When customers form perceptions about a company, they consider aspects such as the reliability of products, brand reputation, and overall experience. These perceptions significantly influence their purchasing decisions and brand loyalty. Therefore, a positive customer perception can lead to increased sales and long-term customer relationships.

The other options reflect important aspects of marketing, such as pricing strategy and product quality, but they do not define customer perception in the context of a customer’s overall awareness and attitude toward a company. Customer engagement in promotions, while valuable for understanding customer behavior, is also not a measure of perception itself.