Today's business environment faces their toughest competition ever. In highly competitive economic growth system, the success, survival and growth of firms warrant accurate knowledge about consumers-their behavior, needs about product and services. So it becomes crucial task for every marketing manager/organization/business unit to understand consumer. But major part of success of every business unit is consumer satisfaction which totally depends on strong customer relationship. JOHN CHAMBERS, CEO OF CISCO SYSTEM, put it well, ’make your customer the center of your culture.’ Consumer satisfaction is not only a means to earn profit but also the socio-economic justification for the survival of a business enterprise. No doubt profits are the major incentive for being in the business and a prerequisite for remaining in business. The profitable satisfaction of the consumer wants requires an integration and coordination of all business activities and this can be achieved through customer oriented plans and strategies. Future success will be assured only by having the right product linked with right promotion at the right time, right place and at right price.what is right is decided by the consumer. As India has different culture, religion, language, customs, life-style etc. consumers’ needs also vary from consumer to consumer. Consumer satisfaction is the critical strategic weapon for the 1990s and beyond for any type of organization. But if every business unit can move consumer from being simply satisfied to delighted, the business benefits are enormous.
Consumer, delight, satisfaction, product, company
