Project
...promote and distribute, wants satisfying products and services to existing and potential customers.
The marketing concept is, market focused and customers oriented coordinated marketing effort aimed at generating customer satisfaction, which in turn is a key to achieve the organizational goals. The concept of consumer satisfaction occupies pivotal position in marketing thought and practice. Satisfaction is the major outcome of the marketing activity and services to link process and culminating in purchase and consumption with the help of past purchase phenomenon such as changes in attitude, repeat purchase and brand loyalty.
NEED FOR STUDY
Every dimension of market orientation emphasis the ability of intermediaries in order to continuously sense and act on the events and trends in present and prospective markets.
Today’s highly sophisticated life makes the marketer to know the pulse of the market. If companies want to survive in the competitive market they have to identify the needs of the customer and try to fulfill them.
A market study is a snap shot at a point of time; this is because the need of consumer is dynamic. Therefore he/she is always looking for something new to be satisfied.
The last few decades have seen companies operating in a highly competitive environment. The economy is referred to as
“CUSTOMER DRIVEN”
With firms allowing to customers to dictate specifications and quality standards and also working out corporate strategies evolve around the consumer. However this is not an easy task because the consumers are moving market and each consumer behaves uniquely at the market place. The ultimate success of any marketing program will depend upon the way the consumer behaves and whether his/her behavior is indicative of acceptance of the product or services offering from the firms.
Consumer behavior is not...
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