The customers can be classified on the basis of area they come from. The domicile of the customer directly influences the purchasing decisions. The demand and need of customers living in rural areas vary from the demand and need of customers living in towns and cities.
Broadly, area-wise classification of customers can be urban and rural.
Urban Customers:
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Customers living in towns or cities are called urban customers. Generally, they are educated, well informed and cultured. They are usually polite in their behaviour. The buying motives of urban customers are generally linked with pride, possession, etc.
They are always crazy about the latest fashion, style, colour, because of their awareness about the outside world. Usually, they are not the argumentative type and do not bargain much while purchasing. Usually, they expect good behaviour from the salesman. In short, they are the easy type of customers to deal with.
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How to deal with them?
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The salesman is supposed to pay due respect and show adequate courtesy to the urban customers. They should be given the information about the latest arrivals and should be provided with a variety of goods to choose from. The salesman must explain technical details and avoid providing general information about the products. They hardly need any persuasion in purchasing. They are gentle and educated, and hence easy to handle.
Rural Customers:
Customers living in villages and muffosil areas are called rural customers. They are mostly illiterate or less educated and are simple and humble. They hardly care for good manners and polished behaviour. Most of them prefer bargaining and try to get the best goods at the least price. The main motive is to get maximum satisfaction out of the money spent. Unlike urban customers, they are not so crazy about the latest style and fashion.
They are always suspicious and afraid of being cheated. Sometimes, they move in groups while buying as they think that chances of being cheated will be less in company. Lack of education often makes them argumentative and rude. They are usually guided by the motives of economy, durability, performance, and price.
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How to deal with them?
The salesman while dealing with the rural customers must try to convince them about the authenticity of the goods. These customers should not be neglected or cheated because they continue to patronise the shop once they are satisfied with the store and the product purchased thereof. While selling to rural customers the salesman must emphasize on the price, quality, durability, and performance of goods.
Every detail of the goods must be provided to the rural customers. The salesman has to be tolerant with the bad habits of such customers who indulge in chewing paan, smoking, etc. Since they visit several shops for bargaining, the salesman has to be lenient to such behaviour. Their common sense and sense of choice need to be appreciated by the salesman.
On the basis of Purpose:
Customers may be classified on the basis of their buying purpose. Different people buy for different purposes. There are some people who buy for the manufacturers, for further production or processing. Whereas, some buy for resale purchase, some buy for personal consumption while some others buy for government organisations. Accordingly, they can be classified into four categories; namely, i. Industrial purchasers, ii. Resale purchasers, iii. Personal consumption purchasers and iv. Government purchasers.
Industrial Buyers:
Generally, industrial buyers purchase goods for use in the production process so as to manufacture a final product. Every manufacturer appoints a purchasing agent or a purchasing officer to purchase the required goods.
These purchasing agents are usually experts in purchasing and have specialised knowledge in purchasing the goods which are needed by the organisation. They purchase in large quantities at regular intervals. Generally, industrial goods are sold more through salesman than by advertising and publicity.
Industrial purchasers are very much rational in their buying decisions because they have thorough knowledge about the product and are considered as experts in purchasing. Industrial buyers are generally interested in the price and quality of the product and the services offered along with the product. They are also concerned about regular, dependable and adequate supply of such industrial goods.
How to deal with them?
As pointed out earlier, industrial buyers are usually guided by the price and the quality of goods. They are also particular about door-delivery, prompt and regular supply and after sales technical and repair services. The salesman who deals with industrial purchasers must be honest and prompt and should have thorough knowledge of the product. It should be noted that expert industrial purchaser looks for the services offered along with the product.
At times, industrial buyers do not bother much about the price even if it is a bit high. These customers also need assurance of continuous supply of goods and they should be assured accordingly. They should be dealt with utmost care because they always purchase in bulk quantities. Hence, the salesman should keep a very cordial sales relationship with them.
Resale Buyers:
The customers who buy for resale are wholesalers and retailers. They purchase goods in large quantities and are generally experts in the field because they purchase at regular intervals. They are well informed about the products, market conditions, changing fashion, tastes, etc. Usually, they prefer to purchase fast moving goods, i.e. the goods which are sold rapidly. Resale buyers are also keen in purchasing goods having high profit margins.
How to deal with them?
In dealing with such resale purchasers, the salesman must have a thorough knowledge of the products. Because the purchasers are experts in buying and selling of goods, they expect the salesman to be honest and efficient in dealing. Moreover, the salesman must be prompt in answering their queries and assure them regular delivery, quality and price.
The salesman should keep them in good humour and deal with utmost care because finally they are the persons who sell the goods to the ultimate buyers. As such, they can push up or bring down the ultimate demand of the goods in the market.
Consumption Buyers:
Producers usually produce articles for the ultimate buyers who purchase goods for personal consumption. They are the largest in number but purchase in small quantities from the retailers. Similarly, their demand for some goods does not reoccur whereas for some the demand is continuous. Manufacturers produce goods taking into view their taste, choice and liking. Generally, they purchase articles selecting the best out of a variety, to suit their needs.
In order to serve these customers, producers appoint dealers who cater to the vast and varied needs of the personal consumption purchasers. These customers have varied buying motives, character and psychology.
The Government Purchasers:
Every government department has some buying officers who purchase on behalf of their respective organisations. Generally, they purchase in bulk. For example, defence department purchases weapons, electronic equipment, vehicles, warships, tanks, airplanes, etc.
How to deal with them?
The salesman should meet these buying authorities at their respective offices. He should meet them on the appointed day and time. These customers should be kept satisfied by friendly and courteous behaviour. The salesman should be very prompt in discharging orders received from such customers.