Value: Values can be defined as broad preferences concerning appropriate courses of action or outcomes, as values reflect a person’s sense of right and wrong.

Value types-

1. Functional value

2. Economical value

3. Value by mind

4. Value by heart

Types of customers-

1. Evangelists: When customers are truly thrilled about their experience with your product or service, they can become outspoken "evangelists" for your company. By deepening customer relationships, successful organizations create communities that generate grassroots support and value for their products and services.

These customers value the product by heart and the company can use this group of satisfied believers as a potent marketing force to grow the universe of customers.

2. Regular customers: These customers enjoy the product or service. They buy the product maybe because it is cheapest or they have not found better product. These customers employ a functional or economical value for the product.

3. Reluctant customers: These customers have had many negative experiences with the company and they simply expect a negative experience or poor product or service every time. This creates a gap between actual values and the values perceived by customers. As the customers expectations are low, many times they are pleasantly surprised and leave contended.

4. Occasional customers: These customer don’t enjoy the product and buy the product of company only when necessary.

5. Saboteurs: These customers have had so many negative experiences with the company that they will go to whatever ends to dampen the image of the company.