Loyal Consumers: Loyal consumers are likely to comprise a small segment of your consumer base. However, because of their loyalty, they are valuable to every business. Once they have found the right company to do business with they will remain loyal, often becoming a promoter of the brand by sharing their experience with their friends, family and extended social network. According to a recent study, only between 12 percent and 15 percent of consumers are loyal to a single retailer. However, that small group tends to generate between 55 percent and 70 percent of brand sales.

Discount Consumers: Discount consumers are always on the hunt for discounts, as the name suggests. Like loyal consumers, they also have a tendency to frequent the same organisations and brands. However, they only make purchases when there is some kind of sale or discount.

Impulsive Consumers: Impulse consumers are the most difficult when it comes to maximizing marketing collateral. These consumers often don’t shop with a specific product or service in mind, let alone a brand. Rather they make purchases capriciously, buying when something strikes their