It has been difficult for businessmen to adopt a consumer orientation has been an ideological conflict. The philosophy was also strengthened by a relatively limited supply of consumer product and fairly predictable consumer value systems and lifestyles. It was relatively easy to dispose of products that provided reasonable consumer satisfaction and it was easy to separate production and selling into two unrelated functions.
Consumer Orientation is defined as an approach to sales and customer-relations in which staff focus on serving customers to gather their long-term needs and wants. It is a business approach in the lean business model that requires management and employees to focus on the changing wants and needs of its customers. Here, management and employees align their individual and team objectives around satisfying and retaining customers.
Today’s consumer is a product of the postindustrial stage of social development. Lifestyles and value system are changing rapidly. This is increasingly difficult for business to identify just who is a customer and what our customer expectations.