Business logia has given rise to a series of beliefs which, seen from the policy of orientation towards the customer, are somewhat less than half-truths. One of them is the one that contends that he who has the most customers is the market leader. When those customers generate little value in comparison to what the company spends on them, they become dead weight that can lead a company to bankruptcy.
Nor are the most solvent customers always the best for companies. In the case of credit entities and banks, it seems clear that the best customers are those that can clear their debt in the shortest time possible, because that allows the organization to quickly recuperate the money it loaned. However, in the long-term this is not true, since the more time a consumer takes to repay a loan, the more interest they must pay and, most likely, the more services they will use.
On the other hand, social position does not always determine what the best target audience is for a company. A study undertaken last year by the consulting firm Forrester Research showed that the adoption of spending technologies in the United States is not always linked to income level, but rather it varies according to the ethnic minority group one belongs to. In this sense, 15% of the African-American population said they were able to buy a computer throughout 2004, while only 7% of Caucasians said the same. Hispanics are the group that has the most interest in entertainment devices such as digital music players or video game consoles, despite the fact that their average purchasing power is $ 16,000 less per year.