Dogosh

I really was attracted with my colleague's statement from Senior Partner Qxxxtxm Consulting in the Marketing Magazine the edition last July. he said that to determined the perception of the consumer was producer and marketer. Therefore, most important not value but perceived value. Not Quality but perceived quality. And He added, nothing guarantee the drinking water in the package that was expensive more hygienic than was cheap, or the reverse. But that important is the perception of consumer.
Aqua its quite relative more expensive compared with the other brand. There was also Sparkling Water, water was increased gas carbonites, that many times over price. In the five star Hotel, for one bottle must pay 40,000. In fact possibly this product of cost price around 1500. so, that’s the perception he said.
its so Interesting.
I want to underline the words “Not Quality but Perceived Quality”. Possibly colleagues often met the producer of the owner brand. They were also certain confused with the strength of the perception. They be sure that they brand more better in the matter of the quality and in the matter of used technology, but why the consumer still used other brand ? And, the lay consumer then brave claimed if brand competitor more better although without carrying out the testing before. Our community, was enough heard from 2-3 mouths, then they will become the fourth mouth that guaranteed the quality of a brand. Once more its very interesting!!
Possibly if being asked by the Lubricant brand, the Baterai Stone brand, and the Deterjen Soap brand that was most quality and most durable? Possibly this answer will be different from results of the test clinically (the Lab Test) that was carried out by the researchers.
If might tell about repeated results of the test that was carried out by the Consumer's Indonesian agency (YLKI) a few time ago. at that time, any 6 brand of detergent to be test. 1st test that 6 school clothes were white was smeared with broth rendang then in washed used the washing machine with the same brand. The six dirty clothes that were smeared rendang earlier was washed at the same time with same washing machine with used difference detergent. The test results showed that RINSO, was not cleanest. And the brand of Swallow detergent occupied the first place.
So, the test results had been announced. But, still to the strong perception people that RINSO cleaned most cleanest. And, whatever had the consumer who wanted to buy the Swallow brand, although with the cheaper price. He said had the price, there was the quality...... why could like that?
other test results proved that brand of the DURACELL battery could remain continued to be on after being put into the temperature of the backward extreme 20 degree for two days. But the consumer, continue to believed 100% if ENERGIZER was the brand of the most strong and durable battery. Even, the test model was blamed... why must be tested in the cold temperature, the battery used them in the tropical area. It was confused...!!
So, Perceived Quality evidently could overcome Real Quality.
In this problem indeed would many opinions were different, like the other opinion that Perceived quality and Real quality must go both of them, because of paying attention to Perceived quality continue to and neglected Real quality will result in robbed. Now many product market shares that only relied perceived quality began was undermined by good quality product although the development of image was still barely adequate.
see The easiest example of Operating System Windows had Perceived quality very good, gradually began in shifted OS Linux continued to tidy up in real quality. Now many users windows began to think Why not to linux it was free with same facilities or even better than windows?" . Especially the academic circle (the student) that more idealist than consumen, generally its easy to accept rumours than reality.
Although small amount, if this moved on continually, last finally will make other customer was curious and want to tried, after trying them would like and increased the awareness would real quality. Our community now begins so many smart to responded something, so do not only the perception but also the quality !
So the uniqueness of the world marketing. This is the location of "challenge" and "opportunity" . Please we test ourselves whereas that we experienced together.
When suddenly had the sensational news in Indonesia, for example the aircraft fell, what television broadcast that we will be watched before? METRO TV? , just the other? In fact in several last sensational news, I found that METRO TV not the first TV station covered this news. But when having the other sensational news, personally I continue to again tried METRO TV first!!! in fact I am unsatisfied when not yet this METRO TV. And this happened most to ourselves.
In our mind was buried that "METRO TV" was the fastest news channel , since the tsunami incident. So that’s "perceived quality". " In fact "real quality" were not always like that." Asked to ourselves: how to removed this "habit"? Really was difficult it seems, although enabled.
Except if having a sensational news where METRO TV completely blank or did not produce this news, was not very much but needed several times, then "perceive quality" this will be faded. But apparently this matter was not possible to happen. And definitely METRO TV will try to maintain their reputation as the fastest reporter in Indonesia.
myself did not find the method changed "perceive value" of METRO TV for this case. Any idea in relationship how to changed this "habit"?
Let's share it here. Thanks..... generally I agree that perceived quality more important than real quality.
Please we remembered again case of mizone. mizone also sold perceived quality that this drink could make the consumer be awakened full consentration. after that mizone collapsed because of being jumped by rumours of the preservative drink . The question is... its really the preservative drink like mizone dangerous. Pheww! Once more perceived quality won. and mizone collaps.
Now mizone appeared again with maxxibillities that together served perceived quality that could make the consumer be awakened 100% concentration. Waw! Continue to be able to rise again their market share . it was interesting real quality not touch on-touch on in the case mizone. True by drinking of mizone the concentration was awakened? What research that proved? This became the weak point that could be made use of by the competitor in the similar category that most could put forward real quality . Vitazone wanted to try possibly? don't attack perceived quality (preservatives) but real quality (really could make the concentration).
the good case could be seen in Pocari Sweat. At least real quality as the isotonic drink that could replace body fluids quickly was proven with several available researches. But whether true by drinking Pocari Sweat will be influential significantly? The seeker of the sulphur in the crater Semeru still strong without Pocari, he.. he.. hehehe…
Despite Pocari put forward real quality, but perceived quality that was communicated far more bigger the qualities intensity. according to me this is exact step. Because at least their real quality was available, although being exaggerated. So if wanting to have the similar product that wanted attacked, the rival's same product must could exceed real quality and perceived quality that Pocari made .
According to a book with the title I saw in gramedia 'all marketers are liars'. Weww, really? Basically, if wanting to lie, don't be abundant. Real quality also continued to be put forward please, but perceived quality must above.