Customers are buyers of the organizations products and services for institutional or personal or groups use. Customers determine the design of the marketing mix and program for every organizations.The organization changes its marketing mix and program according to the needs of the target customers.

Customers for an organization may be consumers who buy products and services for personal or family use; industrial users who buy products and services in order to produce further products and services; resellers who buy products to trade at a profit. Social institutions who buy products and services in order to provide various non-profit services and government agencies who buy product and services for regular operations.The different types of customers show different characteristics and need different marketing approaches , tools, and techniques.