From Production to personalisation: A Strategic Framework for Transitioning Marketing Focus to Customer Satisfaction

Abstract

Traditionally, marketing strategies emphasised production, operating under the assumption that a product’s availability would guarantee its sale. However, with the rise of perfect competition and a diverse market landscape, the focus got shifted towards customer-centric approaches. This study explores the transition from a production-oriented marketing model to one centred on customer satisfaction. Utilising primary qualitative data, the research examines consumer preferences and behaviours to understand what drives their decision-making process when selecting products in the modern era. The findings indicate that success in today’s competitive market hinges on a company’s ability to adapt its product offerings to meet customer expectations. Specifically, the study underscores the importance of product differentiation and personalised experiences as critical factors for achieving market success. By aligning product development and marketing strategies with customer needs, businesses can enhance their competitiveness and foster greater customer loyalty thus profit maximisation.

DOI - https://doi.org/10.65525/SVUP.9788199651500.2026.18-39