Özet:

Consumer buyer behavior is considered to be an inseparable part of marketing and Kotler and Keller (2011) state that consumer buying behavior is the study of the ways of buying and disposing of goods, services, ideas or experiences by the individuals, groups and organizations in order to satisfy their needs and wants. In today’s world, consumers’ product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. Understanding the customer behavior is very essential to design marketing strategies which influences the customer buying behavior. This paper focuses on the various factors to consider in order understanding the customer behavior. The importance of having loyal customers and building the same is shown by taking Maggi as a case study. Based on the case study conclusion has been made of what are the points to be considered.  

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