Understanding customers’ needs and wants, through their view, will help to generate a stronger and more strategic focus on the achievement of marketing objective and customer satisfaction.
This study is an applied research with descriptive analytical methodology. The research was carried out among buyer of Television sets in Isfahan The sample size was 195 which have been selected randomly from the population (customers).
The results of research showed that value, viability, volume, virtue and variety had an influence on customer decision making. These elements are very important at determining buyer tendencies. Results of Freidman Test, about the relative importance of different elements of buyer disposition indicated that value is in the first rank of importance among other elements. Results of correlation test indicate that there isn’t any significant relationship between value and variety