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The purpose of this book is to introduce and demonstrate an understanding of consumer behavior of banking customers in Pakistan. The Induction of Liberalization Policy and Privatization of banking Institution and emergence of competitive environment because of privatized and entry of new domestic and foreign banks in the Industry. The research work has provided the insights regarding the banking customer's way of making decision, expectations, perceptions, and priority to banks. Which I think will provide an understanding of the market factors and banking customers of both public and private sector banks in Pakistan.