The document defines customers and categorizes them in different ways. Customers are defined as individuals or companies that engage in commercial transactions but do not perform the operations themselves. Customers can be categorized according to their place in the distribution chain as wholesalers, retailers, or final customers. They can also be categorized based on their relationship to products as impulsive, reflective, or emotional customers and by their purchase frequency as potential, loyal, casual, or prescribing customers. Finally, customers can be analyzed by their purchase volume, with some customers representing the largest percentage of total purchases and others representing smaller amounts.

2. Definition of Customer
• The customer is the person or the company
that enters in the process of a commercial
operation, although not perform the operation.

3. Customer types
a) According to their place in the distribution chair.
b) According to the relation with the product.
c) According to the frequency purchase.
d) According to the volume of purchase.

4. According to their place in
the distribution chair:
Wholesales intermediaries
Retail intermediaries.
Final Customer.

5. According to the relation
with the product.
• Impulsive customer.: They have not special interest in
any brand. They buy out of necessity and that the
product has to be very well presented.
• Reflective Customer: They spend some time shopping
and value the relation quality-price. They need a good
seller for these customer.
• Emotional Customer: They are sensitive to the
symbolic value of the product and the brand. They
need a good merchandising.
• Customers concerned about the price: They base their
purchase in the price of the product. They need pricing
strategies.

6. According to the frequency
purchase.
• Potential clients: Prospective buyers.
• Loyal customers: buy the product regularly.
• Casual customers: buy the product from time to
time.
• Prescribers: advised or send purchase the
product.
• Customer who knows the product but have
negative attitudes towards it.
• Customer who knows the product but have
positive attitudes towards it

7. According to the volume of
purchase.
Volume Represents
Customer A 75% 20%
Customer B 20% 30%
Customer C 5% 50%
Customers "A" are doing the largest
percentage of purchases, the "B" a smaller
percentage, and "C" are the least buy.
It is important to know this so that the seller
can set the conditions of sale.