INTRODUCTION TO CUSTOMER:
The traditional definition of a customer is – “Someone who buys goods or services.”
A customer is someone who buys something. This person is a customer of a private sector business where a product or service is sold for profit. If a private sector enterprise loses its customers, it loses its sales, profit, and its future
Widening the definition, the customer culture is also applied to the public sector where assessments are needed for the day for existence Unless and until an organization is not investigating, the customer will not come to the premises Every government department has to carry out some operations else it will lead to closure for example Local doctors refer to some divisions in a hospital
There are two main types of customer
An external customer 15 from outside the organization providing the product or service
An internal customer is in the same organization as the person who is providing a product or service to an external customer.
CATEGORIES OF CUSTOMERS:
There are four consumer types:
(1) Undaunted Striver,
(2) Savvy Maximiser,
(3) Content Streamer, and
(4) Secure Traditionalist, span wide range of personalities, preferences, and buying behaviours.
UNDAUNTED STRIVER
- Empowered
- Trendy
- Outgoing
- Optimistic
Categories of Customers
SAVVY MAXIMISER
- Brain Hunter
- Family Oriented
- Confident
- Practical
CONTENT STREAMER
- Suspicious
- Own Values
- Price Conscious
SECURE TRADITONALIST
- Independent
- Comfortable
- Saver
Let us understand these four types of customers in detail:
(1) The Undaunted Striver (Loyal and Technology-Driven Customer):
(a) These types of customers stand out as being the most trend-oriented and product-focused. These consumers want the latest, most up-to-date products, and are often willing to pay more for them.
(b) In addition to their focus on current trends, they like to be the centre of attention at parties and lead incredibly active social lives, building relationships. at home, work, and in their broader community.
(c) These consumers are also optimistic about ambitious dreams for themselves, their countries, and beyond, they truly believe they can make a difference in the world.
(d) in all this set of customers possess four traits:
(i) Care about the perception of others.
(ii) Prefer brand names.
(iii) Feels empowered
(iv) He likes to stand out in the crowd.
(e) In other words, they are also more socially aware and early adopters. And “Child” like personality
(2) Savvy Maximiser (Bargain Hunter):
(a) This type of customer is driven by value. He makes impulsive decisions
(b) These are customers more family-oriented Discounts offer to attract them to a greater extent
(c) A good bargain hunter seeks to beat seller down. no matter how good the deal They will keep asking for more until they are certain they will not get more.
(d) A good bargain hunter will ask lots of questions and listen very carefully before they get anywhere near discussing price. And then they may surprise seller by how ‘vell they understand it.
(3) Content Streamer (Judgemental Customer):
(a) This type of customer is suspicious of everyone, believing that all people are selfish. They will never believe what the seller says. After all, he is trying to sell to them and therefore will deceive them at the drop of a hat. They will judge sellers by their values and high standards.
(b) He may well have ‘read up on the case beforehand and arrive having already made their decision. They will choose based on what independent facts they can find, for example through magazine reviews, references, mouth publicity, etc.
(c) Such kind of customer is price-conscious also.
(4) Secure Traditionalist (Matured Customer):
(a) Such type of customer knows just what they want and do not want to try any other goods or services.
(b) They will not negotiate. They will tell the seller what they want and expect them to give at the best price.
(c) They may start off appearing to be a bargain hunter as they ask detailed questions, but they will not attempt to negotiate. They will listen, ask price, and then decide.
(d) If they feel a seller is cheating or misleading them or any such ‘clever stuff then they will leave and ignore any apologies or pleadings.