In real sense customer is the king, he has choice to buy whatever he wants. But the options to customize limits the choices available for the customer....hence we cannot say definitely that customer is the king..
Consumer is a king because in this modern time consumer create demand and company should have to follow the consumer otherwise there are so many other competitive products are available in market for the consumer.
There is a exactly different mindset of sellers and customers, Sellers try to sell thing with maximum profit while on the other hand customers try to get a product of best quality with reasonable price. But in the indian context what is happening is sellers are dominating the buyers. This is happening due to the unawareness of customers about the product or false knowledge about the product.Many times this happens because of advertisement on television which has nothing to do with the quality or durability of the product. If customer really wants to be king then needs to be aware of the product details.
nowdays......looking at the currebt situation if a seller does not provide the goods as per customer preference the customer may shift to other seller.......so in any situation 'THE CUSTOMER IS THE KING'.
I do agree that at some extent consumer is the king in India, but when it comes to middle class or lower class of people then consumer is not king, he becomes follower....the reason is the increase in prices which they are not able to afford.