At present, there are many factors affecting customer’s choice when they decide on what to buy in a fuzzy environment. In the current customer’s market, everyone wants things that are affordable but of high quality. Taking this into consideration, it becomes very important for each business to make a competent marketing strategic decision. They must be aware of the customer’s thoughts to expand their market share and outdo their competitors. Clearly, the market still has a lot of factors to consider. Therefore, the critical issue is to identify with the customer’s thoughts and construct a Customer’s Choice Behavior Model (CCBM) for solving this problem of Customer’s Choice. In this paper, a framework that considers customer’s choice behav-ior, applies the graph-theory-based fuzzy Decision Making Trial and Evaluation Laboratory (Fuzzy DEMATEL) approach combined with Fuzzy Multi-ple Criteria Decision Making (FMCDM) is proposed. First, fuzzy DEMATEL is used to find the key fac-tors and attributes in building the structure rela-tions of an ideal Customer’s Choice Behavior. Then, FMCDM is demonstrated to evaluate whether the firm’s performance and customer’s satisfaction have differences or not. Empirical studies of Lexus and BMW are illustrated to show how well Lexus’ sales is doing, whether or not they had satisfied Custom-ers’ needs, and determine the magnitude of the gap between them in order to correct this with the right strategy.