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the tools to produce goods and services to strengthen their relationship with the consumer. In other words, companies have discovered that information obtained from customer databases and in-store observations have proved worthy in regard to earning consumer's repeat purchases or business.

1.1) What is consumer behaviour?

The phrase “consumer behaviour “refers to the feelings and thoughts people experience, and the actions they take while engaging in the consumption process” (Peter and Olson 1999). Consumer behaviour also includes the things in the environment (product appearance, price information, advertisements, packaging, consumer comments, shelf positioning, etc.) that can impact the feelings and actions of the consumer.

In addition, consumer behaviour includes a process of exchange between buyers and sellers: people exchange money to obtain products or services.

Moreover, consumer behaviour involves the study of what influences the feelings and actions of people while shopping.

1.2) Main factors that lead to customer satisfaction

1.2.1 Price fairness

Recent research efforts have isolated several factors that influence consumers' price unfairness perceptions as well as potential consequences of these perceptions (Bolton et al. , 2003; Campbell, 1999; Xia et al. , 2004). Previous research has proved the distinction between distributive fairness and procedural fairness.

Another concept of price fairness perceptions, the principle of dual entitlement, suggests that one party should not benefit by causing a loss to another party. When a firm uses the high consumer demand to its own advantage by increasing prices, consumers will feel being misused and in this way understand the prices as unfair. For example, a study showed that “82 percent of the respondents judged a price increase for snow shovels the morning after a snowstorm to be unfair, while only 21 percent of respondents viewed an increase in grocery prices following an increase in wholesale prices as being unfair” ( Kahneman et al. , 1986). While the dual entitlement principle arise from buyers' reactions toward sellers' obvious exploitation based on supply and demand changes, it is possible that consumers may create perceptions of unfairness based on their own demand situations even without explicit exploitation actions from the seller. For example, when buyers feel that they have to buy a product and must accept whatever the price is, they could be concerned that potentially they could be exploited by the seller regardless even if the seller doesn't actually performs such actions.

1.2.2 Relationship of fairness perceptions to satisfaction

Recent research in marketing and psychology has shown that satisfaction is positively correlated with fairness perceptions (Bowman and Narayandas, 2001; Huffman and Cain, 2001; Kim and Mauborgne, 1996; Ordiñez et al. , 2000; Smith et al. , 1999). , Oliver and Swan (1989a, b) found that customers' fairness perceptions depended on a supplier's commitment and the quality of the goods and services comparing to the price paid.

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