Chapter One presents the introduction to the study, including the background of the study, statement of the problem, purpose of the study, research objectives, research questions, research hypotheses, significance of the study, limitations of the study, scope of the study. Chapter Two presents the literature review. It discusses the theoretical and empirical background of Customer buying behavior and market performance, and it builds the conceptual foundation for the study. Chapter Three presents the research methodology. It explains the research design, population, sample, data collection instrument, data collection procedures, measurement of variables, validity and reliability procedures, and methods of data analysis. Chapter Four presents the analysis and results of the study. It reports the respondents’ profile, descriptive statistics, measurement model assessment, and hypothesis testing. Chapter Five presents the findings, discussion, conclusions, implications, limitations, and recommendations of the study. It interprets the results in relation to the research objectives and the existing literature.

Keywords: Customer Buying, Market Performance, E- Commerce, BAZARRY, Aden.