Abstract
The brands' development and management are inevitably accompanied by the need for the market research in order to get information on customers, their standpoints, perceptions and preferences. The needs and wishes of customers are not the permanent issue, but are being changed upon their satisfaction and also by the activities of competitive companies. This requires the needs and wishes of the customers be permanently followed and examined. To be well informed about the needs of customers as well as about their expectations make a strong base for successful marketing. Only when we know the most important values for the customer and his life values as well, all market activities and communication may be directed to his real needs. The behavioral analysis of the customers makes an important part of marketing which combines the elements of psychology, sociology, anthropology and economy in order to get answers to questions what the customers buy, when they buy, why they buy and how they make decisions on shopping.
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