1.2 Understanding the Customer

1. These customers can take a long time to make a purchase decision, and might return to a retailer several times before making a purchase.

• Innovation/trend buyers

• Impulse buyers

• Recreational shoppers

• Comparison shoppers

These customers tend to make quick purchase decisions, often buying inexpensive items that are not of high importance to them.

• Innovative/trend buyers

• Impulse buyers

• Recreational shoppers

• Comparison shoppers

These customers tend to spend a lot of time checking out products and prices through online sites, visiting different stores, and comparing retailer ads.

• Innovative/trend buyers

• Impulse buyers

• Recreational shoppers

• Comparison shoppers

These customers view shopping as a fun occasion, so shopping does not necessarily include making a purchase.

• Innovation/trend buyers

• Impulse buyers

• Recreational shoppers

• Comparison shoppers

These customers have an early adopter mindset, and want to be recognized as trendsetters by others.

• Innovation/trend buyers

• Impulse buyers

• Recreational shoppers

• Comparison shoppers

These shoppers have typically enjoyed repeated and valued positive customer experiences with a particular retailer.

• Loyal customers

• Followers

• Recreational shoppers

• Comparison shoppers

These shoppers are rarely the first to try new products.

• Loyal customers

• Followers

• Recreational shoppers

• Comparison shoppers

Which of the following is the term for behavior influences that come from a customer's family and friends?

• External commercial cues

• External social cues

• Internal physical cues

• Retailer cues

Which of the following is the term for behavior influences that come from retailer's marketing?

• External commercial cues

• External social cues

• Internal physical cues

• Retailer cues

Which of the following is the term for behavior influences that come from a customer's own needs?

• External commercial cues

• External social cues

• Internal physical cues

• Retailer cues