In commerce, customers are the blood that sustains business enterprises. Their absence and/or disapproval of products result in their massive setback and dwindle in sales. Therefore, manufacturers of products liaise with their marketers to ensure that they listen to the preferences and the tastes of their target groups by factorising them into the making of their products or services. This is the only guarantee for a sustained market with sure returns for a business or enterprise.
The success of an enterprise that offers products and services to clients must first identify their potential target group or market. This implies that they must carry out a survey to know individuals who would patronise the purchase of their goods or services. The target group could be students of a particular academic level of education, a particular profession(s) or an age group who may have intense desire to own or procure the goods and services to attend to their special needs and desires. After thoroughly searching and knowing the right target group for a particular product or service an enterprise offer, the arduous task then is to ascertain their preferences and tastes. This is crucial in determining the sales of the products or services as well as its future success or failure.
The tastes and preferences of clients are their choices of things, such as colour, size, material, features, ingredients, and so forth that they desire to see in a product that they would buy or patronise. Admittedly, clients differ in their choices and preferences, yet, there are some preferences that are general and have greater consensus among the target group of a particular product or service. These bracketed choices, peculiar to the greater section of an enterprise’s target group must be taken seriously into the design and manufacturing specifications of products and services. Manufacturers and marketers of products must have a listening ear for the factorization of these unique tastes of the larger section of their potential clients into the production of products.
This can be effectively done through research. Questionnaire and interviews could be utilised in accruing data from the survey that involves sections of the target group to find out their choices in terms of the colour, size, flavour and other features of a product or service. Immediately, without any reservations, the company or enterprise must change the wheel of their products, as it were, to include these known choices of clients. Samples of products or services, featuring the tastes of clients identified via the research can be produced and offered randomly to members of this same target group and the feedback recorded. If the feedback gleaned from them is in the affirmative, the stakeholders of the company or the owner of the enterprise must make bold decisions and change the outlook of the items s/he produces.
Of course, the preferences and tastes of target groups change with time. Therefore, periodic surveys must be carried out by companies and enterprises to constantly keep in touch with their clients so as to offer them the products and/or services that they so deserve. When communication lines between manufacturers of products and service providers are kept perpetually open, it will save the company of any sudden wreck due to a change in the taste and preference of the clients. Owners of businesses must always remember that the continual survival of their brands depends largely on the knowledge and incorporation of the choices, desires and needs of their target groups into the manufacture of their goods and services.