Consumer Psychology (PSY514)
Assignment: 1
Example
Ahmad buys tea from his
nearby grocery store. He
only buys Tapal Mixture tea
whenever he does grocery.
If this is not available,
Ahmad will not buy any
other and will wait until his
favorite tea is stocked back
up.
Farhan has bought a bar of
soap. He bought Palmolive
soap last month and this
month he has bought Lux.
He is neither satisfied nor
dissatisfied with the
products.
Ehtisham ate food at a
certain restaurant. He did
not like the food and the
services at all. On the
Type of Customer Justification (3*5)
(1*5)
 Loyalist is one of the customers
who is completely satisfied with
the product of a given company
and continue to purchase it.
 The customer doesn’t trust any
other company for same product
and kept on waiting until the
Loyalist product is restocked.
 Same is the case with Ahmed who
only buys Tapal Mixture Tea,
whenever tea is out of stock he
wait for it until restocked instead
of buying tea of another company,
So, Ahmed is a loyal customer.
 Defectors are those customers that
are neutral to the product. They are
just using it and have no issue if
next time they buy the same
product of other company.
 They are merely satisfied or
sometimes not, and are very likely
Defector
to switch to other company next
time without any issue.
 Farhan is one of them as he bought
Palmolive soap last month but in
this month he bought Lux instead
of that. Farhan was just using a
soap bar irrespective of the
specific company.
Terrorist
 Terrorist is type of customer who
had bad experience with the
company previously and now had
negative views about it.
restaurant’s review
page, Farhan left a bad
review and complained
about his bad experience on
their social media posts as
well.
Kamran went to a restaurant
with his friend. His friend
insisted that he should try
grilled fish. Kamran ate the
fish and was surprised that
the taste of the fish
exceeded
far from his expectation.
Altamash buys Surf Excel
every month for his house.
However, this month, he
bought a different brand just
because it was cheaper and
it had a discount on it.
 It not only had negative views
about company about also give
negative feedback, and share
experience with others on various
platforms which is harmful for the
company’s reputation.
 Same is the case with Ehtisam who
bad experience in a restaurant and
now he complained about on the
review page of restaurant also
doing negative comments on their
social media.
 Apostles are those customers that
had very good experience
surprisingly with the company i.e.
experience is beyond expectations.
 Such type of customers spread
positivity regarding company give
positive feedback and shares their
positive experience with others.
Apostle
 Kamran also had a good
experience of eating grilled fish in
a restaurant and he was all praised
of it.
 Mercenaries are those customers
that are very much satisfied with
the company but are not really
loyal to company.
 Although satisfied, but these
customers easily switch to other’s
Mercenaries if they have chance to buy the
product from other company at
low price.
 Altamash did the same. He was
satisfied with Surf Excel and
bought this every month but this
time he bought surf of another
brand just because of low price.