A true blooded marketer or businessman is likewise concerned with the after sale

perception of the customers on his products. This perception or customer’s impression

towards the goods that he purchased will dictate a great deal whether that consumer
will continue to patronize that product or spread unsatisfactory remarks against it or the
company itself. Unsatisfied customers usually don’t give a second try on the products or
services that displeased him and might even convince others not to purchase the
goods. Customer’s impressions are based on their feelings. If the goods and services
that he gets in exchange for the money he spent satisfies him, without a doubt, he will
continue buying goods from the company. If otherwise, he might turn to your
competitor’s products. Understanding and studying consumer’s perception, therefore, is
a vital tool for a company in determining whether or not it satisfies his customers.

When studying customer’s perception, the first step that a company should take is to
conduct a market research of its own products. Through this, a researcher should
determine what goods are the customers buying and their reasons for buying such
goods.

Second, conducting market survey will disclose useful information on how and what the
consumers think and feel of the products and the company. Their perceptions, opinions
and impressions, whether positive or negative, will serve as a useful tool in improving
product qualities and services. When making a survey, make it short and simple and be
sure that it includes all the key elements that are needed in the study. Some customers
dislike answering surveys especially if it looks too long. Be precise and direct to the
point.

After the survey, analyze and study the results but it should be noted that customer’s
opinions are biased or skewed. It differs from person to person, so one specific
measure may not be suited for the sample taken.
Lastly, assess the survey results. This is done by providing answers to some key
questions such as: Do we understand our customer’s needs? Do we meet their
expectations? Do we help them solve their problems by providing quality goods? Then
compare results of this survey to the previous results. From there, you can make key
decisions on how to really satisfy existing customers, how to hold them there and how
to attract more and more potential customers to try and patronize your goods and
services.