consumer orientation

consumer orientation

a business philosophy of a company which emphasizes the provision of GOODS and SERVICES that have been specially designed to satisfy the needs of its customers. A CONSUMER or customer orientation involves the identification of customer needs with a view to developing products which satisfy these needs (see NEW PRODUCT DEVELOPMENT).

Once a firm has chosen to operate in a particular MARKET it needs to identify the needs of customers including, where appropriate, the needs of specific subgroups of customers (see MARKET SEGMENTATION).

A consumer orientation strategy thus requires a firm to understand the attitudes, wants and behaviour of a target group of consumers (see MARKETING RESEARCH. BUYER BEHAVIOUR). Having defined consumer wants, a firm can then develop products with characteristics which satisfy these wants and develop an appropriate MARKETING MIX to market them.


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