Hi,
Please mention "items" instead "rows" if you are using sap.m.Table.
var table = this.getView().byId("idProductsTable");
var oBinding = table.getBinding("items");
var oFilters = [ new sap.ui.model.Filter("CustId",sap.ui.model.FilterOperator.EQ, "'"+custId+"'") ];
oBinding.filter(oFilters);
Regards,
Rumeshbabu S