Loyal buyer - who is he and how to make other potential buyers “loyal”? The author of this book is based on the belief that only specific behavior and amounts spent repeatedly on the same product or in the same place can be considered as a measurable and controllable parameter of consumer behavior. Interest only in direct behavior and almost complete ignorance of “potential” customers - the author considers this approach to be the most effective.

The book describes the mechanism of initial and repeat purchases, provides methods for assessing factors influencing buyer awareness of price and his motivation. The author also examines in detail ways to form sustainable consumer preferences.

First of all, the book will be useful to sales department specialists and will help them take their work to a new level.