Abstract This paper introduces consumer response with a focus on the elements that constitute a consumer response. It further considers the various benefits of having a consumer response for a new product in the market to a company or a business entity. The nature of a linked relationship between marketing and consumer response is also within the confines of this paper. The paper considers the effects faced by a company or an individual upon ignoring the response given by the consumer on a new product. The most notable response of consumers to different product is examined. Direct response is considered together with other responses but with a special attention to it. There is a relationship between consumer response to new products and consumer learning. Such relationship is explored with an aim of unmasking its complexity. A conclusion is drawn basing on the reviewed literature. Introduction In the words of Lynch (1974), consumer response is defined as a situation that encompasses either a positive or negative feedback to a business entity or company on a certain product. The feedback is not restricted to products only. This is because in some instances business ethics and services are covered. In some situations, the response received on a certain product is initiated by the consumer, although the company may also solicit the mentioned response. A company may prepare a questionnaire in which customers get to respond by answering questions a bout a given product. The company may also get the response through letters mainly attached to the products. The importance of consumer response In the opinion of Lynch (1974), there are numerous benefits attributed to response of consumers in the growth of a company or a business entity. Depending on the line of business that a company is operating, consumer response facilitates quality of either a product or service offered. In an instance whereby a company deals with products such as manufacturing of cars, the response made by a customer on the effectiveness of the engine of a new car; the company may send the collected information to its engineers who may modify the engine. A consumer response also serves to the benefit of both the customer and the organization. Essentially, it is to the benefit of the company to get the products response so as to correct any defects found in the product. According to Kapoor (2003), today’s economic situations require a company to study closely and understand different messages sent by the customer either through direct response or failure to purchase the new product. Failure of a new product in the market may be brought about by ignoring the signals sent by customers. Essentially, it is stated that the most unbearable mistake by any company intending to market a new product is failure to listen to and understand the customers’ concerns. Any product in the market, either new or rebranded, depends on the information offered by consumers for its success. Unfortunately, many companies misconceive their role in understanding the needs of customers through the responses that they make. The resulting impact of such mistakes is that the company’s product does not sell to its potential customers. In addition, the task that lie