Polygamous behaviour in the social context is very popular. Similarly, there are several consumers who are preferred different types of products at the same time, hence they always choose more than one alternatives as their preferred options (Msosa, 2022). Thus, this has become a common phenomenon in today’s business which is continuously faced by the entrepreneurs in different times under different situations. Hence, this is the responsibility of the entrepreneurs to properly handle this polygamous behaviour of their customers in different ways. In accordance with this discussion it can be stated that customer loyalty is an important part for the business through which they can structure their marketing strategy with more efficacies. In this regard, it can be found out that customer loyalty has focused on the behaviour of the customers while choosing the products or services according to their choices and demand (Saif et al. 2022). But it is also true that not always all the customers can show their loyalty towards the brands.
Based on the above discussion it can be found out that most of the time the millennial show this kind of behaviour towards the companies as they are not satisfied with only one brand or product. They always try to more than one product to become more flexible, but this is also true if they can find one brand more compatible with their taste, those millennial therefore will become loyal customer to that brand (BAYALA et al. 2023). Hence, in this regard, it can be stated that this is important for the entrepreneurs to understand the millennial as a core of their business and based on their behaviour, they need to shift their approach throughout everything from the customer service to the brands whichever they stock. Reports state that as the millennial are living their lives through mobile where they can access more information compared to their previous generation. Hence, they should be considered by the entrepreneurs in a strong way with proper marketing strategy. In this regard, communication with those customers directly is much needed as in this way it would be possible for them to understand their actual needs and tastes and they can provide those customers with millions of products so that new lead can be generated. In this way polygamous behaviour might be reduced within the market (Sriyakul et al. 2019). Based on the above discussion, it can be seen that it is necessary for the marketers to understand the preferences of those customers with polygamous behaviour. In this way the entrepreneurs can get their success to acquire some loyal customers. In relation to this it can be stated that two key factors considering which the future success can be identified might be convenience as well as personalisation. Thus, if those customers can get easily access to their personalised items, it is natural for them to become loyal towards that brand as in this way they can get more personalised items. Nowadays there are more entrepreneurs across the world that have better understanding and knowledge about their customers and they are continuously providing proper services and context while considering every customer’s choice (Buckman et al. 2020). Thus it can be stated that entrepreneurs are required to consider the business risks to handle the polygamous behaviour of the customers but they should learn the way through which it can be done properly.
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