There are usually more of this type of customer than of any other. This is the most important type of customer. It is rare that all end-users of a specific product are a homogeneous group, either in terms of their demographic characteristics or their expectation priorities. The broker's function is to obtain, transform or transfer products for the benefit of both users and producers. A fixer is any customer who will have to make repairs, corrections, modifications, or adjustments to the product at any point in its life cycle for the benefit of the end-user.
Power is the ability to direct or change the product design.
Customer Principles 1. The more specific the product, the easier it is to identify the customer. A customer's primary role as end-user, broker or fixer can only be determined in relationship to a specific product. End-users for a specific product are rarely a homogeneous group. Whoever purchases the product directly from the producer usually has optimal power over its features.