Different customers have different purchasing behaviors
Different customers have different purchasing behaviors. In the clothing industry the retailers are faced by the challenges of not getting to know what kinds of customers to encounter and how to specifically address the needs of each group. This therefore is the root cause of wanting to classify the customers depending on each of their shopping behaviors. Customers can be classified into four distinct groups: loyal, need based, impulse, wandering and discount customers.
The loyal customers refer to the group of purchasers who are both loyal and constant in their shopping cycle. These customers will purchase products irrespective of the price change or service change. They stick to their shopping lists and do purchase their products any time. A loyal customer will pass all other readily available options for a purchase and only do their shopping at that particular outlet they are used to. This group of customers is the easiest to maintain as a retailer. Their needs are easily to note and easy to satisfy.
Need based customers are the customers who purchase and use a product for the sole satisfaction of a particular need, occasion or event. A need based customer is not specific with his/her mode of purchase. One will purchase a product in any outlet as long as the product is readily available and at reach. They are not patient with retailer and rather prefer the easiest way out with their need satisfaction.
Impulse customer is the group of customers who purchase products because they simply saw the product and it is appealing to them. This group of customers does not have a definite mode of purchase. They buy product any howly. They rarely have a specific need to satisfy with the products consumption. These mostly are children or people with large incomes and a constant source of income.
Wandering customer are mostly window-shoppers and do not have a specific need to satisfy. They mostly do not have a specific product they desire. They do their purchases for the purpose of experience or for the sake of going out. They mostly do not purchase products but appreciate the prices and the products availability.
Discount customers are a group of consumers who purchase because there is an offer on a product, or because they see a substantial gain on their side due to the purchase of a product. These may be due to the increased quantity of a product or that they get a discount /money refunds. These customers are constant with their purchasing cycles but tend to look much on the financial benefit they derive from the purchase of a product. This group is rarely need satisfaction oriented.
Renee. E, (2010), Customer Service Training 101: Quick and Easy Techniques That Get Great Results, Saranac Lake, AMACOM Div American Management Assn.