Types of customers
Customers are the people or organizations that purchase goods or services from a business. They can be classified into several types, including B2C (Business-to-Consumer) customers, B2B (Business-to-Business) customers, individual customers, and institutional customers. B2C customers are individuals who purchase goods or services from a business, while B2B customers are companies or organizations that purchase goods or services from other businesses. Individual customers are individuals who purchase goods or services directly from a business, while institutional customers are organizations such as government agencies, non-profit organizations, and educational institutions that purchase goods or services from a business.
Example of types of customers
- B2C Customers: These customers typically include individuals who purchase products from a business, such as grocery stores, clothing stores, and online retailers. An example of a B2C customer would be a person who shops at a grocery store for their weekly groceries.
- B2B Customers: These customers typically include companies or organizations that purchase goods or services from another business. An example of a B2B customer would be a company that buys raw materials from a manufacturer to make their own products.
- Individual Customers: These customers typically include individuals who purchase goods or services directly from a business, such as a restaurant, hotel, or theater. An example of an individual customer would be a person who books a hotel room online.
- Institutional Customers: These customers typically include organizations such as government agencies, non-profit organizations, and educational institutions that purchase goods or services from a business. An example of an institutional customer would be a school that purchases textbooks from a publisher for its students.
Advantages of types of customers
Each type of customer brings its own unique set of advantages for businesses. The different types of customers each offer businesses distinct advantages.
- B2C customers bring a large customer base that businesses can reach through marketing and advertising. B2C customers are also typically more willing to make impulse purchases, making them a great source of revenue.
- B2B customers often purchase goods in large quantities, which can increase a business’s revenue. Additionally, B2B customers typically form long-term relationships with businesses, providing a steady source of income.
- Individual customers can provide businesses with a steady income stream, as they may make repeat purchases over time. Individual customers may also provide valuable feedback to businesses, allowing businesses to improve their products and services.
- Institutional customers often purchase goods and services in bulk, which can provide businesses with a large, one-time source of revenue. Additionally, institutional customers may open up new opportunities for businesses, such as government contracts.
| Types of customers — recommended articles |
| Private label products — Chain stores — Consumer — Micro-enterprise — Mass Merchandising — One-stop shop — Indirect channel of distribution — Bricks and clicks model — Business format franchising |
References
- Wysocki, A. F., Kepner, K. W., & Glasser, M. W. (2001). Customer complaints and types of customers. University of Florida Cooperative Extension Service, Institute of Food and Agriculture Sciences, EDIS.
- Nguyen, T. D., Paswan, A., & Dubinsky, A. J. (2018). Allocation of Salespeople's resources for generating new sales opportunities across four types of customers. Industrial Marketing Management, 68, 114-131.
