Vol. 2, Issue 5, Part J (2016)

Abstract
To build a strong brand, understanding the behavior of consumers is one of the strongest pillars. The volatile market puts a toll on company in the form of dynamic behavior of consumers. Detailed examination of changing consumer demands and segments is required by the organizations to analyses the behavior of customers. A strong, effective, and flexible marketing strategy is needed in order to ensure targeted market segment after the analyses of customer’s behaviors. This can be achieved with the strategic planning and actualizing the segment of target market. The brands have the opportunity to develop new and strong strategies after identifying the factors that are influencing the behavior of customers. “Unique Value Proposition” and advertising campaigns are more effective with the needs and ways of thinking of their target customers, to meet the demand of their customers and to earn profits and increase sales. The diffusion of internet and social media has increased and as an outcome of that, the buying behavior of the customers has changed drastically. The life style as well as the purchase behavior of customers has changed also due to their changing lifestyle. This study is based on the buying behavior, satisfaction of the customers in the market.