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Consumers are the core section of any business. In fact, the whole concept of any business is surrounded by the behaviour of consumers. And the value of consumer is a crucial factor. Now, we have to understand a consumer is not to be taken likely. He knows what product he wants. Consumers are extremely smart. They could make decisions about price and value of products in minutes or sometimes in few seconds. So, a business therefore needs to uplift its brand image. Consumers are willing to pay 15% more for quality products. However, the conflict starts when manufacturers failed to meet the expectations. This lies in the basic fundamental of engineering in designing a product. Consumers want products to be softest. But at the same time, they also want product like toilet papers to be light and strong, something which can be easily be torn. The brand Tide is really good example. There was a problem of shaking the washing powder before being put into the machine as it causes the damage of the material of the clothes. Tide had to made up to a lot of expectations for consumers.