Consumer nowadays tends to be very demanding, very hard to please, preferential and price conscious because they want their right for the value of their money. However, the control of firms over the buying behaviors of consumers is high. Firms adjust with how much the consumers are willing to buy. The competing firms battle to keep customer loyal. That is the reason why many firms are offering low priced products and striving to produce a better quality product. Nevertheless, when the customer’s expectations are not achieved, the potentiality of substitutes may arise and the present market may lose its scope in the market.

            Most people in industry feel that the are honestly serving the best interests of their consumers. They are often defensive about the claims of unfair or improper practices aimed at them by consumer advocates. A more progressive attitude is to listen to the demands and treat them as opportunities for improved product or service development and marketing.

            This challenge is made difficult by the need to serve both the immediate and the long-term interests of consumers. Current customers desires determine which products will sell immediately, while long-term interests determine which products will satisfy future consumers.

            Successful marketers are well aware that “The costumer is always Right“ for immediate selling prospects, but long-term consumer confidence depends on satisfying societal expectations.

            It is not easy to find out what people want. We cannot depend upon asking them because experience ha shown that people cannot be expected to be articulate about what they want to be able to achieve total customer satisfaction and total increase in sales, there must be understanding and good relationship between the customer and seller. There should be a “Give and Take” relationship among them. Communication is one of the keys to be successful in the market.