Published Paper Details:

Consumer satisfaction is the major objective of marketing. But in market different customers have different needs and it is difficult to satisfy the needs of all the customers by treating them in the same manner. Buyers in the market have different in their taste, preferences, purchasing power, income, sex, geographical location etc. In order to satisfy the needs of the customers should be aware about the behavior and requirements of the consumers. Business always starts and closes with customers and hence the customers must be treated as the King of the market. All the business enhancement, profit, status, image etc. of the organization depends on customers. Hence it is important for all the organizations to meet all the customers? expectations and identify that they are satisfied customers. The consumer behavior is a dynamic aspect which undergoes frequent changes. The feelings, thoughts, perception and actions of the consumers changes regularly. The consumers decide what, when, how and from whom to purchase the goods and services. Understanding consumer behavior is essential to the establishment of the marketing mix and the development of marketing strategies. To manage customers, organizations should follow some sort of approaches like segmentation or division of customers into groups because each customer has to be considered valuable and profitable. The brand is the identity proof of a manufacture or a service provider that enable consumers to recognize his product in the market. Brands have social and emotional value for the users. Brands have the ability to add or subtract the perceived value of a product, consumers expect to pay lower price for unbranded products or for those with low branded products and because of this attraction they are willing to pay a premium for their favorites or socially valued brands. A good brand normally assures quality and promotes repeat purchases.