Consumer Relationship Essay Example | Topics and Well Written Essays - 2500 words

Consumer Relationship - Essay Example Consumer relationship management is one area of organizations that calls for proper intelligence and understanding to achieve. Most organizations look into satisfying the needs of their customers without first understanding themselves. By giving so much focus to consumer satisfaction and ignoring the organization itself, in the long run even the customers themselves hardly get satisfied (Liveris 2011, p. 17). This paper critically analyzes the contribution of organizational/product- consumer relationship trends in the global beer industry by taking into consideration the demands of consumer relationships, theories around consumer relationships and the techniques that have been employed by organizations so as to achieve customer relationships. In purchasing goods and services, consumers are always faced with dilemmas before arriving at the decision to buy some specific products or services. In the beer industry, one may ask such question as, why do I need to buy â€Å"Heineken† but not â€Å"castle lager† for instance. Well, depending with the individual, different factors such as price, quality and satisfaction will start ringing in their minds. To others, however, the producer of the product matters a lot. It is common that people tend to choose products from well established organizations as opposed to the upcoming organizations. Described below is the process that most consumers undergo before arriving at the decision to purchase certain products: What triggers the mind of any individual to buy a certain product is the need to solve a certain need or problem that such a consumer may be facing. Here, the consumer tends to believe that by purchasing specific products, their problems will be solved. Most organizations start influencing the customer decision making from this point. Companies try to put to customers that those customers actually have problems and those problems can only be  solved with products from such organizations. A good example is alcohol consumption.