By: Anu malik

Reena Rana
An individual-
who buys products or services for personal use
and not for manufacture or resale.
A consumer is someone who-
can make the decision whether or not to
purchase an item at the store, and someone who
can be influenced by marketing and
advertisements.
Any time someone goes to a store
and purchases a toy, shirt, beverage, or anything
else, they are making that decision as a
consumer



Loyal Customers: They represent no more than 20
percent of our customer base, but make up more
than 50 percent of our sales.
Discount Customers: They shop our stores
frequently, but make their decisions based on the
size of our markdowns.
Impulse Customers: They do not have buying a
particular item at the top of their To Do list, but
come into the store on a whim. They will purchase
what seems good at the time.
Need-Based Customers: They have a specific
intention to buy a particular type of item.
Wandering Customers: They have no specific need or
desire in mind when they come into the store.
Rather, they want a sense of experience and/or
community.

Exploration
Awareness
Expansion
Commitment
Dissolution

Smarter
Learner
Price conscious
Lower morale (downsized)
Hit on more by competitors
More demanding
Less forgiving
Harder to satisfy
Less loyal
Satisfaction is the measure of how the
offering performs with respect to the
customers expectations

Expectations > Performance= Dissatisfaction
Expectations = Performance =Satisfaction
Expectation < Performance =Customer
Delight

Product quality
Service quality
Price
Specific product or service features
Consumer emotions
Attributions for service success or failure
Perceptions of equity or fairness
Other consumers, family members, and
coworkers
Personal factors
Situational factors
A deeply held commitment to re-buy or re-
patronize a preferred product or service in
the future despite exposure to situational
influences and marketing efforts that have
the potential to cause switching behavior.

Customer satisfaction might be at an all-time
high, but customer loyalty is at an all-time low.

How well are the people on the front lines of
your company trained?
How consistent is their execution?
How responsible are they? How fast do they
respond?
How friendly are they?
When is the last time you provided them a
lesson in listening?
What are you doing about it?

Just a few questions to ponder, as your
customers ponder where to make their next
purchase.

Achieve lower costs of selling
Increase repeat purchases from existing
customers
Improve brand equity or price premium
Increase retention rates for supplies sales
Enable faster roll out and ramp up of new
products and services
Leverage satisfaction rates in marketing
messages to attract new customers
Create a pool of referrals for capturing new
accounts
Improve employee productivity, satisfaction, and
retention
customer satisfaction means money
Satisfied but disloyal customers:
A customer can be fully satisfied but may not
be loyal due to following reasons:
Entrepreneur Customer
Pressure from Competitors
Outdated Suppliers

Unsatisfied but loyal customers: The other
abnormal situation is when the customer is
loyal but is unsatisfied. The reasons for this
are following:
Lack of available options
Improved Supplier
Customer Inertia

1. Change your survey to loyalty-based questions and
responses.
2. Have the staff necessary to document and interpret the
information.
3. Meet regularly to determine what needs to change.
4. Have the money and the staff necessary to turn the
information into action.
5. Adjust your advertising budgets and customer retention
budgets to at least equal.
6. Benchmark (document) all your daily customer interactions
and develop a best response for each one.
7. Your employees care about themselves, not you.


The best way to get loyalty is to give loyalty
or take loyal action. Be loyal. The more
loyal you show someone you are, the more
likely they are to be loyal back to you. The
best way to get loyalty is to earn it.

Jeffrey Gitomer
There is no instant way to earn loyalty.
There is a slow-but-sure way
You dont earn loyalty in a day;
You earn loyalty day-by-day
WORD-OF-MOUTH
ADVERTISING
IS THE
MOST POWERFUL
FORM OF ADVERTISING
IN THE WORLD.