Factors That Shape How Customers See Your Product

Have you ever found yourself wondering why some products stand out as high quality while others fall short, even if they serve the same purpose? Imagine you’re choosing between two smartphones—what makes you favor one over the other? This perception of quality plays a significant role in consumer decision-making and can be influenced by various factors. In this blog post, tailored for marketers and business professionals, we will explore the intrinsic and extrinsic factors affecting quality perception, discuss their importance, and provide academic references to support these claims.

Intrinsic Factors

Intrinsic factors are inherent to the product itself and include performance, reliability, durability, features, design and aesthetics, safety, and ease of use.

• Performance: A product's ability to perform its intended function is crucial to its perceived quality (Blischke & Murthy, 2000). Better performance often leads to higher customer satisfaction and perceived quality. Conformance to specifications, or how well a product meets its intended design, is a critical aspect of performance.
• Reliability: Consistent and dependable performance over time is essential for a product's perceived quality (Blischke & Murthy, 2000). Reliable products build trust with consumers and contribute to positive perceptions of quality.
• Durability: A product's ability to withstand wear and tear contributes to perceived quality (V?lckner & Hofmann, 2007). More durable products are often seen as higher quality and more valuable.
• Features: Additional useful features can improve the perceived quality of a product (V?lckner & Hofmann, 2007). A product with more features tailored to customers' needs often stands out as higher quality.
• Design and Aesthetics: A product's appearance, look, and feel can significantly influence quality perception (Bloemer & de Ruyter, 1998). Attractive and well-designed products are often seen as higher quality.
• Safety: Products with safety features and certifications are perceived as higher quality (Van Dael et al., 2020). Safety is particularly critical in industries such as healthcare, where the quality of medical devices can directly impact patient care.
• Ease of Use: How intuitive and user-friendly a product is can greatly affect its perceived quality. Products that are easy to use are often viewed more favorably by consumers.

Extrinsic Factors

Extrinsic factors are external to the product and include price, brand reputation, product packaging, advertising and promotion, customer reviews and ratings, warranty and customer service, social and environmental responsibility, influencer marketing, and country of origin.

• Price: Higher-priced products are often perceived as better quality (V?lckner & Hofmann, 2007). Price can influence quality perception, particularly when consumers lack information about other product attributes.
• Brand Reputation: Products from reputable brands are perceived as higher quality (Bloemer & de Ruyter, 1998). A positive brand reputation can enhance customers' perceived quality and influence their purchasing decisions.
• Product Packaging: Quality packaging can convince consumers to trust the product inside and justify its cost, especially for luxury items (Ivanov & Filipskyi, 2023). Effective marketing strategies, including packaging, can influence how consumers perceive product quality.
• Customer Reviews and Ratings: Positive reviews can improve the perceived quality of a product (Chevalier & Mayzlin, 2006). Customer feedback serves as social proof, helping potential buyers assess a product's quality.
• Warranty and Customer Service: Products with longer warranties and better customer service are often seen as higher quality (Bloemer & de Ruyter, 1998). Companies that prioritize customer satisfaction can enhance the perception of quality for their products.
• Social and Environmental Responsibility: Companies that engage in ethical manufacturing practices and prioritize sustainability are more likely to have their products perceived as higher quality, as consumers increasingly value socially responsible brands (Dagher & Itani, 2014).
• Influencer Marketing: Influencers play a significant role in shaping product perceptions, especially among younger demographics. Endorsements from trusted influencers can enhance perceived quality.
• Country of Origin: The origin of a product can impact its perceived quality. Certain countries are associated with high-quality production, which can positively influence consumer perception.

both intrinsic and extrinsic factors play pivotal roles in shaping consumers' perceptions of product quality. Understanding these factors can help businesses improve their products and better meet consumer expectations. By focusing on performance, reliability, durability, features, design, safety, ease of use, price, brand reputation, packaging, customer reviews, warranty, customer service, social responsibility, influencer marketing, and country of origin, companies can enhance the perceived quality of their products and achieve greater market success.

References

? Blischke, W. R., & Murthy, D. N. P. (2000). Reliability: Modeling, prediction, and optimization. Wiley-Interscience.

? Bloemer, J., & de Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499-513.

? V?lckner, F., & Hofmann, J. (2007). The price-perceived quality relationship: A meta-analytic review and assessment of its determinants. Marketing Letters, 18(3), 181–196. https://doi.org/10.1007/s11002-007-9013-2

? Van Dael, J., Reader, T. W., Gillespie, A., Neves, A. L., Darzi, A., & Mayer, E. K. (2020). Learning from complaints in healthcare: a realist review of academic literature, policy evidence and front-line insights. BMJ Quality & Safety, 29(8), 684–695. https://doi.org/10.1136/bmjqs-2019-009704.

? Ivanov, M., & Filipskyi, R. (2023). PSYCHOLOGY OF PERCEPTION OF PACKAGING BY CONSUMERS. https://www.semanticscholar.org/paper/305c130290938ac5bb48db77d62eede9145ae8c9