Customer behavior refers to the actions and decisions that individuals make when purchasing products or services. It includes how they search for information, evaluate options, and ultimately choose what to buy. Understanding customer behavior helps businesses tailor their marketing strategies to meet the needs and preferences of their target audience, leading to increased sales and customer satisfaction. Factors influencing customer behavior include personal preferences, social influences, and cultural background. For example, a customer might be swayed by advertisements or recommendations from friends when deciding on a new smartphone. By analyzing these behaviors, companies can create more effective campaigns and improve their overall customer experience.