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Understanding Customers

Truly understanding your customers means determining their preferences and capturing, at a moment in time, their emotional responses to any given number of stimuli. Even though some customers believe they shop analytically, every shopper is influenced by the shopping environment. In fact, many decisions the customer makes are emotional. Preferences and opinions are the result of experiences as well as beliefs. Customers' opinions are not static and can change with time.

After customer information is collected, the process needs to be repeated to reflect the continuum of behavior that can ultimately be incorporated into a profile.


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