Q.What is meant by "creation and maintenance of customers" as an economic objective of business?

A business survives only because customers keep buying from it, so attracting new buyers and keeping existing ones satisfied is treated as its own distinct objective.

"Creating" a customer is the first sale; "maintaining" them is keeping them satisfied enough to buy again and recommend the business further.

"Creation and maintenance of customers" is one of the four economic objectives covered in Section 2. A business exists only because customers are willing to buy what it offers; a business with no customers has no revenue at all.

• Creation of a customer means attracting a first-time buyer through the right product, price, and promotion.
• Maintenance of that customer means keeping them satisfied enough — through quality, service, and fair dealing — that they buy again and recommend the business to others.

Continually creating new customers AND retaining existing ones, rather than relying on one-time sales, is what allows a business to survive and grow over the long run.