Angel and demon customers is a marketing concept dividing customers into two groups.Kotler and Armstrong 2008, p. 24-25. Angel customers are profitable, whereas demon customers may actually cost a company more to serve than it makes from them. Demon customers attempt to extract as much value as possible out of the seller. Examples of demon customer buying behaviour include: Buying discounted merchandise designed to boost store traffic, then resell the goods at a profit on eBay. Buying a product, apply for rebates, return the purchases, then buy them back at returned merchandise discounts.
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