Consumer perceptions are some of the most important and ethereal attitudes to tailor your business for. Without them, it would be impossible to know what your target market is looking for in your product. You can be as strong minded as possible when it comes to presenting your business, but if no one is interested, no one is interested. This means that industry will always have to revolve around the consumer. Without demand, there is no supply.
For this reason, from time to time it is worth ensuring you know what consumer perceptions are and how to position yourself to fulfill them adequately. This is one of those times. The following article will help you understand the main four consumer perceptions, and from there you might tailor your brand how you wish.
Overall, consumers are looking for:
Simplicity
Consumers desire a certain amount of simplicity in the message you give them. They want to understand your product or service, and almost immediately after becoming exposed to it. No customer is interested in learning twenty things about your product unless the initial hook is enough to entice them. Nor are they interested in purposeful obfuscation in pursuit of some humorous ideal. Consumers want to know now, and if they can’t, they will find a business that can be more forthright with who they are and how their product works. This means that the onus is on you to be direct, be that through printing custom labels for your products, or a little more clinical in the factual explanation of your product in advertisement campaigns.
Response
Consumers want to know you’re there. Even faceless organizations invest heavily in a personable support staff, meaning that the response its employees give out is worthwhile. This can mean allowing for social media support accounts or allowing a customer to create personal tickets on your website. With this effort invested in, almost every small query can be rectified.
Power
Customers want power with their purchase. They want warranties and full access to their return rights. They want to contact you about issues and be compensated for doing so. Furthermore, they want to be respected at the end of the relationship. This sounds one-sided, but it’s worth providing the experience. Doing so also offers a personable service that people would like to return to. This doesn’t mean being a pushover, but rather having ‘accepting and resolving’ as the first steps to any complaint and allowing your staff to be competently trained in a solid new solution.
Respect
Consumers have little patience for being contacted by an onslaught of daily emails, nor are they interested in every single movement your business makes. For this reason, be aware of your mailing lists, what you sign your consumers up for when they purchase, and how often you contact them regarding new items. A subtle approach is superior to a heavy-handed approach, and no approach is superior to one with the potential to alienate.
With these tips, you can be sure that catering to consumer perceptions is more than achievable.
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