Consumer behavior process comprises of different stages which are undertaken by every customer. These stages are problem recognition, information search, and evaluation of alternatives, purchase decision, purchase and post-purchase evaluation. Customers need to firstly identify their need with respect to purchasing a product or service. This kind of need is further utilized to search information and take appropriate action. All possible alternatives available in the market place are identified by customers. Finally purchase decision is made and products or services are purchased (Alba and Hutchinson, 2008). Growth or success of a brand depends on post purchase evaluation. I visited a local grocery store where I observed behavior of three consumers who were going towards three different aisles. All of the three consumers had different demand such as one wanted to purchase breakfast cereals, another was looking at bread aisle, and third was visiting cereal aisle. Customer A had a need for breakfast cereals and the lady was visiting the store outlet with her kid. She compared prices of all breakfast cereals kept on the track and selected some like Kellogg’s, Lucky Charms and Cocoa Puffs. However while making final purchase decision her kid put across his preference towards Kellogg’s Apple Jacks. The lady finally purchased breakfast cereal of Kellogg’s. On the other hand, customer B was in a hurry, he smartly moved in and went to specific department to purchase a particular brand’s bread.