Since consumers are influenced by retailers' actions at the purchase outlet, it would be advisable to design and to develop a series of stimuli that help to increase the reference price. In this way, when the individual compares observed price and reference price, he is less likely to perceive a loss. Thus, for example, by increasing product advantage or quality, the consumers would perceive it as a better product and their reference price would be increased. For the same reason, it must be remembered that not all consumers react in the same way to the same information. Recommendations and strategies that can be useful for loyal consumers may be useless for the nonloyal ones, so the need to divide the market according to loyalty levels is patently clear. Similarly, households that consume more quantity of the product category do not behave in the same way as those that acquire the category of products only occasionally. In short, it is essential to seek out variables that help to group together consumers with like behaviours and tastes