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  With ever increasing competition, enterprises as well as researchers are focusing on consumer and its priorities and thus everyday, new aspects of determinants of consumer choice become clear. One of such determinants is brand perception. Perception of consumer about technology of production -which is derived from brand and packaging-, can play a great role in the consumer choice when differentiation is little. Such role is investigated in this research work. We have studied a group of food products with very low level of differentiation and correlation between demand and technology perception is elaborated. Field study has been performed in Shahrvand department stores. Results show that in simpler, more commodity type products, technology perception has a greater role in finalizing customer choice. So making a more positive perception of technology can be considered as a rather inexpensive way for gaining competitive advantage. Additionally, based on interviews, it can be claimed that technology perception consists of sub-elements such as environment friendliness perception, healthiness perception, quality perception, etc. 

Keywords: Key words: Gustomer behavior, Technology perception, Case study, Food products, Competitive advantage, Differentiation, customer relationship management

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