IMPACT OF REGIONAL AND SUBCULTURAL FACTORS ON BRAND PERCEPTION

Abstract

Perception is nothing but the way a person understands, interprets or regards something. Consumers’ brand perception is strictly theirs alone and although it can be influenced and changed, it varies from person to person. Brand perception can be defined as the way customers think, process, assume and form opinions about the brand. Brand perception is influenced by a lot of factors. It can generally be divided into- positive brand perception and negative brand perception. Positive brand perception means that the customer has a positive and constructive opinion or thoughts towards a brand and is more likely to choose that brand over it’s competitors. Negative brand perception means that the customer has unpleasant or dismissive thoughts about the brand is is more likely to choose it’s competitors’ products.