Customer behavior is a behavior that consumers express in finding, purchasing, using, evaluating and making decisions about products, services and ideas for wich they expect to meet their needs. As the buyer tends to constantly change tastes and preferences, it is necessary to continually monitor the needs of customers and predict their needs before the competition. First step in analyzing consumer behavior is to find a reason why individuals and people in general prefer one good or service from another. In describing the preferences of consumers it is necessary to think in a way that the consumer can compare different groups of products that are available for purchase. Then if the customer will be more inclined towards one group of products or to another, or will the customer be indifferent to both groups of products. Customer preferences can be defined as positive motivation towards particular product or service. Although it is a concept that is hard to understand, it has been shown that consumer preferences can be measured in an effective way, and their research can provide a greater understanding of customers choice for particular product or service.