Consumer satisfaction and retention; a key to business survival (a case study of berger paints nigeria plc)

Thesis Overview

<p> </p><p><strong>1.0 &nbsp; INTRODUCTION.</strong></p><p>In<br>our society and the world at large companies are facing toughest competition<br>ever. Before any business can go about winning customers and outperforming<br>competitors, there is the need to do a thorough task of meeting and satisfying<br>consumer needs. It is only customer centered consumers companies that are adapt<br>at blaming customers not just product. So many companies think that it is the<br>marketing or sales department’s job to gain customers. If they cannot, the<br>company draws the conclusion that is; the marketing people are not very good<br>and are not effective in discharging their duties. But marketing is only one<br>factor in attracting and keeping customers. The best marketing department in<br>the world cannot sell products that are poorly made or fail to meet consumers<br>need.</p><p>The consumer is faced with an infinite number of choices in his buying behavior. He makes a decision on whether to spend his money or save it. If he chooses to spend it, he has a wide range of product choices available to him. Even within the relatively narrow field of paint industries the consumer has, from five to ten different brands of paints from which to choose in the average paint shop or depot, obviously, no one brand is going to be sold for long if it stops giving the customer what he wants. Hence, it is a total error for a marketing manager to believe that the consumer must buy his product.</p> <br><p></p>