How does Customer perception towards Brand marketing affect the business? Customer perception is a marketing concept that encompasses a customer's impression, awareness, or consciousness about a company or its offerings when a customer sees advertisements, promotions, customer reviews, social media feedback. Brand perception is what customers believe a product or service represents, not what the company owning the brand says it does. Positive brand perception will lead the consumers to be more likely to choose your business over a competitor. Negative brand perception in turn results in choosing a competitor and tell other potential customers why they didn't choose you. Marketers should try to understand customer perception and its related concepts to determine what factors influence consumers to make purchase decisions. By satisfying the customers' service expectations, which have two levels: desired and adequate, they can market their business effectively. The desired service level is the service the customer hopes to receive. It is a blend of what the customer believes “can be” and “should be.” The adequate service level is that which the customer finds acceptable.

Abhijith S

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