Research Topics:

Consumer Promotion Research | Consumer Research | Customer Loyalty

Content Type:

Glossary

Consumer Orientation Definition

Identification of and focus on the individuals or firms most likely to buy a product or service.

Consumer orientation occurs when businesses identify and focus on people or companies most likely to purchase a product or service. This approach permits businesses to prioritize meeting the needs, preferences and expectations of their targeted consumers. It involves collecting data, conducting market analysis and creating products, services and strategies to align with the needs of certain audiences. Consumer orientation allows businesses to keep pace with market trends and shifts in consumer behavior. What’s more, this approach fosters a customer-centric culture within the company in which decision-making revolves around delivering value to consumers.

Who relies on consumer orientation?

Consumer orientation is valued by firms dealing in business-to-consumer and business-to-business commerce because they tend to build customer relationships, increase brand loyalty and gain a competitive edge in the marketplace.

Why should I care about consumer orientation?

Consumer orientation focuses on meeting consumer needs and preferences. Understanding this approach allows businesses to better tailor their products, services and marketing strategies. That effort can translate into higher customer satisfaction, increased brand loyalty and improved customer retention. Neglecting consumer orientation might result in missed opportunities and losing ground to competitors who prioritize customer-centric approaches.