Perceived quality

Perceived quality is quality as the buyer experiences and expects it, which can diverge considerably from technically measured quality. Buyers cannot judge most product attributes and therefore lean on signals: price, packaging, design, brand reputation, country of origin, the solidity of a click. In classic brand thinking perceived quality is a core dimension of brand equity, and the base under premium prices. The practical consequence is twofold: real quality is necessary but not sufficient, because it must be made perceivable; and neglecting quality signals means giving away quality you actually deliver.

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