Consumers are the ones who determine an organization's profit and sales volume by their purchasing decisions and other actions that truly determine the organization's acceptability. The marketing strategy is customer-focused, with a stronger focus on the customer than the product. The main goal of this research paper is to comprehend the fundamentals of contemporary marketing, which include generating profit and significantly enhancing customer satisfaction. Customers' needs and desires must be met through a variety of items and production strategies. In this way, a business' ability to succeed depends on its ability to build a loyal client base, which makes it essential for the whole market or business to understand and be aware of the various consumer types and their demands. The research is descriptive in character and is classified as "pure" or "basic." Any action carried out by the company must be planned with the customer as the main focus, and marketing helps to meet this need by anticipating and addressing the client's wants. This essay offers a concise explanation of what consumer behaviour means and a comprehensive description of all the many consumer categories that are available in the market, along with examples that are pertinent.

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Keywords: Consumer Behavior, Modern Marketing, Customer’s Needs, Satisfied Consumer.