Consumer Perceptions on Food Production Companies’ Brand Strategy and Customer Experience Alignment

Abstract

This study explores consumer views on the alignment between brand strategy and customer experiences in food producing enterprises in Chinese setting. The research aims to analyze the complex dynamics that influence customer attitudes by examining familiarity, personal experience, components of interaction that align with the brand's identity, and instances of uncertainty or conflict. By conducting in-depth interviews, a wide range of consumer groups were actively involved to obtain detailed and subtle observations. The study focused on collecting the many aspects of customer experiences, analyzing their interactions and experiences with food manufacturing firms. Consumers showed different levels of perceptual alignment. Positive alignment impressions were highly impacted by familiarity with brand message and personal experiences. Factors such as clear and open communication, environmentally friendly methods, and constant high quality consistently have a favorable impact. Nevertheless, instances of misalignment were detected, namely in situations when promoted values contradicted actual experiences. The findings emphasize the crucial importance of communication, sustainability, quality, and technology in promoting a strong brand affinity. The main focus of consumer ideas for development were around improving communication, adopting transparent processes, and ensuring that organizations really reflect their brand claims. This research highlights the significance of matching brand strategy with concrete consumer experiences in the food manufacturing industry. Customer insights provide practical suggestions, highlighting the need of clear communication, environmentally-friendly methods, and reliable quality to close the gap between brand objectives and customer encounters.