Which type of customers are described as the least profitable because they are uncertain about what to buy?

Wandering customers are characterized by their indecisiveness and uncertainty regarding their purchasing decisions. This lack of commitment often leads them to spend less and seek guidance during their shopping experience. Because they may not have a specific product or service in mind, they often do not contribute significantly to a retailer’s profit margins.

In contrast, impulse customers tend to make spontaneous buying decisions, which can lead to higher sales volumes. Discount customers focus on finding the best deals and may still yield reasonable profits if their purchases are strategic, while loyal customers consistently return and make repeat purchases, providing a stable revenue base. Thus, the wandering customers' uncertain buying behavior makes them the least profitable segment among these types.