Consumer behavior is a relatively new scientific discipline that developed intensively in the second half of the 20th century. Marketing orientation focuses on the consumer, who is put in the spotlight. Consumer behavior studies the way in which individuals, groups, and companies choose, buy and use goods, services, ideas or experiences to meet their needs and desires. Consumer behavior whilst shopping is strongly influenced by cultural, social and personal factors. There are many different types of consumer behaviors during purchase at which the buyer makes the purchase decision and various stages that the consumer goes through in the making of purchase decision. Customer satisfaction is their positive or negative feeling about the value they have received as a result of using a particular company`s offer applied in specific situations. Satisfaction is relative in nature and varies over time. Satisfaction is usually measured to find out if our product meets certain requirements and whether it needs refinement, improvement or to see if the product has no future in the market. The goal of measurement is to focus on the customer, their opinions and attitudes towards the purchased product. Satisfaction also depends on the quality of service and product. Customers have varying degrees of loyalty to specific brands, stores or companies. Creating strong, close-knit customer relationships is often the key to long-term marketing success.