The customer base is the group of customers and/or consumers that a business serves. In the most situations, a large part of this group is made up of repeat customers with a high ratio of purchase over time. These customers are the main source of consumer spending. In many cases, the customer base is considered the business's target market, where customer behaviors are well understood through market research or past experience. All actions the company takes would be through consideration of its customer base.
Companies with a customer base consisting mainly of large companies may increase their customer base by pursuing small and mid-size companies.
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