INFLUENCERS
(
OR OPINION LEADERS
)
customers with a large following who have
the power to influence our purchase decisions.
RECOMMENDERS
people who may evaluate your product
and tell the public about it, such as
bloggers or experts in an industry.
DECISION MAKERS
customers similar to economic buyers
who have even more authority to make
purchasing decisions as they are positioned
higher up in the hierarchy.
FIVE TYPES
OF CUSTOMERS
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ECONOMIC BUYERS
the customers who have the ability to
approve large-scale purchases, such as
buyers for retail chains, corporate office
managers, and corporate VPs.
* Saboteurs are anyone who can veto or slow down a purchasing decision—from top managers, to friends, spouses, to even children.
Teen playing a video game
Celebrity endorsing the
video game in a commercial
Blogger writing positive
reviews for the video game
on a website
Buyer for GameStop who
decided to stock the video
game in the company's
stores
CEO of the gaming company
who decided to buy the
game from the game
designer
END USERS
the customers who will
actually use your product.
EXAMPLE
EXAMPLE
EXAMPLE
EXAMPLE
EXAMPLE
Source:
Introduction to Business
Heidi M. Neck, Ph.D.
Christopher P. Neck, Ph. D.
Emma L. Murray, BA, H. Dip