Understanding sound knowledge of customer is important for any retailer before launching a product. If the retailer failed to analyse how a customer will respond to a particular product, the company will face losses. Customer behaviour is very complex because each customer has different mind and attitude towards purchase, consumption and disposal of product. Understanding the theories and concepts of customer behaviour helps to market the product or services successfully. Moreover, knowledge about customer helps in many aspects. As there is constant change in the living standards, trend, fashion and change in technology; customer's attitude towards the purchase of product varies. Understanding these factors is of utmost importance because the marketing of product are largely dependent on these factors. Thus, customer behaviour serves as a successful tool for retailers in meeting their sales objectives.

It is important for retailers to study customer behaviour. It is important for them to know customers as individual or groups opt for, purchase, customer or dispose products and services and how they share their experience to satisfy their wants or needs. This helps retailers to investigate and understand the way in which customers behave so that they can position their products to specific group of people or targeted individuals. In regard to the retailer's view point, they assume that the basic purpose of marketing is to sell goods and services to more people so that more profit could be made. This principle of making profits is heavily applied by

almost all retailers. Earlier, the retailers were successful in accomplishing their purpose. However, today, as the customers are more aware about the use of product and other information of the product, it is not easy to sell or attract customer to buy the product.

Thus, in order to sell a product or service or to convince customers to buy product, the retailers have to undergo through proper research to win them over. The following are some of the points discussed that explains the value to retailers of understanding and applying customer behaviour concepts and theories.

The study of customer behaviour helps retailers to recognize and forecast the purchase behaviour of the customers while they are

purchasing a product. The study of customer behaviour helps the retailers not only to understand what customer's purchase, but helps to understand why they purchase it. Moreover, other questions like how, where and when they purchase it are also answered. The consumption and the reasons behind disposition of that particular product or