The sales orientation approach believes that people will not buy until they are persuaded to buy. Marketing focus should therefore be on publicity and advertising. It therefore emphasizes on the promotion of organization’s products.
This concept has two major assumptions:
i. Consumers typically show buying resistance and need to be persuaded to buy more
ii. Consumers who are persuaded into buying the product will like it and if they don’t, they will complain to their friends or consumer organizations, and in addition they will possibly forget their disappointment and buy the product again.