Customer behavior refers to the actions and decision-making processes of individuals when they purchase goods or services. It encompasses various factors, including personal preferences, cultural influences, and social interactions. Understanding these behaviors helps businesses tailor their marketing strategies to meet customer needs effectively. Additionally, customer behavior can be influenced by external factors such as advertising, promotions, and peer recommendations. By analyzing trends and patterns in customer behavior, companies can improve their products and services, enhance customer satisfaction, and ultimately drive sales growth.