Expectations of the customer are an important part of every organization to make up their position. Customer satisfaction in actual is the feeling of the customers as they compare a product with any other product concerning the presentation of the product or any other factors present in the presentation. Buying plan is an important part of the lives of the customers since they put in their effort, time and money in buying the product.In this buying process, wishes and perceptions of the customers affect the buying process as well. When the wishes and the perceptions of the customers are involved in the buying process, then the consumer behaviour is especially affected (Pelau, 2011). Not only this, many other factors affect the consumer behaviour such as individual, social and literary factors. However, in this case, the distributors have no choice of managing the consumer behaviour since controlling the behaviour of the customers is not possible. For achieving the targeted number of customers, it is necessary that all factors are considered while managing strategies for consumer behaviour (Kotler et al., 2005). Many marketing professionals are giving their views about the factors affecting the consumer behaviour. A consumer purchase is about understanding the mental level of the customers (Kelley, 1950). From this, it can be figured out that consumer judgment and purchasing behaviour of the consumer is very important (Puth, Mosert and Ewing 1999, Schiffman and Kank 1991). This is a common observation seen by the marketing researchers that the purchasers are often conscious while buying a different kind of products. Attitude towards the quality of the product is another factor that affects the behaviour of the purchaser (Spears and Singh, 2004). Purchase intent is directly proportional to the customer satisfaction of the person (Asma Saleem α, Abdul Ghafar σ, Muhammad Ibrahim ρ, Muhammad Yousuf and Naveed Ahmed).
Marketing researchers have defined satisfaction with different meanings roaming around a single word of complementing the views of the consumers1997, p.13), Besides this, one of the marketing researchers believed that when the mental status of the customers are understood, then the outcome of the product is by excitement level of the customer. The feelings of the consumers in the past and the feedback for the previous products are also considered as well. One of the marketing researchers explained satisfaction as the art of assessment. This art amuses the consumers about what they should buy and what they should consider while buying the products (Anderson and Srinivasan, 2003, p.125). The environment around a person affects the buying behaviour of the customer as well. Consumer business results revolve around the satisfaction as the main feature of the marketing business world (Cheung and Lee, 2005). Besides this, Evanschitzky has also suggested that construction of the business also based on the satisfaction level of the customers. Recently, the business world has shown operators plan to found to be by satisfaction of the customers (Evanschitzky et al., 2004). When the satisfaction level is high, then loyal customers are maintained for the company even in the long term. Higher the pleasure received by the customers in buying the product, higher loyalty will be depicted by the customers for the organization (Anderson and Srinivasan 2003). Besides this, a positive word of mouth becomes a part of the advertisement for the company (BOMtacherjee 2001). The loyal customers will encourage other friends as well to utilize their buck in buying productive products. The participation and performance of the market company will also be high in the business market (Reichheld and Schefter 2000).
From all this, we can analyze that the concept of customer satisfaction is not a new concept for the people on the grounds of the business. The background and the consequences of the customer satisfaction have also been highlighted. Other than this, the concept of intention of the customer buying needs to be understood as well. When the intentions of the customer are analyzed, then the consumer behavior can be predicted easily. One of the dimensions of the behavioral problem is the intention of buying (Zeithaml et al., 1996). Intentional behavior and actual behavior in some cases show similar patterns (Ajzen and Fishbein 1980). This kind of intention of behavior is observed especially in the hotel and the tourism companies (Ajzen and Fishbein 1980). Many market researchers have documented the changes in the behavioral possibilities of the customers (Zeithaml 2000). Buying intentions analyzed by researchers ended up finding significant results of the research. Making the visitor to buy the products after visiting the home page of the website is the first challenge in the customer buying process. When the intent of the customers is to buy the products, profit of the company along with the increase in the economy is increased as well. Here the term of variable interest is clear. Better purchases offer given to the customers; the more interest is obtained by the company.