Consumer orientation to marketing research means making research activities pro-consumers rather than pro-manufacturer. It also means giving more importance to consumers and their satisfaction, expectations, needs, etc. and not merely to sales promotion and profit to the manufacturer. Such orientation is essential as consumer is the centre of all marketing activities and his satisfaction is the base or basic consideration in modern business.


The consumer orientation to MR is the result of modern concept of marketing which is basically different from the traditional concept of marketing. It is consumer oriented and service oriented. As a result in the marketing research activities special attention is now given to consumers. All research activities are for making marketing useful, agreeable and acceptable to consumers. This is what is described as consumer orientation of MR. Research activities are now made pro-consumer rather than pro-manufacturer.


The importance of consumer is now accepted not only MR but also in all aspect of business management. In fact consumer is the most important person in business. He is the king and should be treated accordingly. All production and marketing activities are for meeting his needs and also for raising satisfaction and welfare. He is the cause and purpose of business activities. Finally, modern business is not profit oriented but consumer-oriented or service-oriented. All these arguments are equally applicable to MR. in other words, MR activities move around the consumer and his satisfaction.

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