Study Of Industrial Customers’ Expectations And Satisfaction Towards Identification Products

Abstract

The success of firm revolves around marketing mix (4 P’s i.e. Product, Price, Place and Promotion) irrespective of nature of products i.e. consumer or industrial products. The core focus here is product in industrial marketing context. Product is a mean to ensure meeting customers’ needs. The basic difference between consumer products and industrial product is that consumer products are mostly used for direct consumption whereas industrial products are used for incorporation, consumption and / or resale. In today’s cut throat competition merely meeting customer needs will not work rather it must focus on customer satisfaction and even additionally on customer delight. For that it becomes important to know what customers actually expect from a firm. Study undertaken focuses on measuring customers’ expectations and satisfaction towards identification products. Identification Products are those products which are used to identify other products. The research design here is exploratory, descriptive & cross sectional study. Keywords: Consumer Products, Industrial Products, Identification Products, Customers’ Expectations and Customer Satisfaction.

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