Companies today are customer oriented, with their activities and products focusing on consumer demands. They try to identify market changes and the new products approach. Consumer wants are the basis of marketing strategy decisions and no strategy is given the go if it hasn�t passed consumer research.Every aspect of a product to be offered is driven by consumer acceptance. They feel that there is no point in doing research and marketing a product that people will not buy. There are instances that products that were results of technological breakthroughs did not take off because the public didn�t like them.