This paper discusses about the consumer buying behavior and their decision making process, during consumption. This theoretical research attempts to turn back the pages in literature, to understand the concepts and existing theories in the consumer buying behavior. The base research in consumer behavior lays foundation for quantitative research to analyze the existing theories and new emerging patterns of consumer behavior. This study aims to understand the consumer buying behavior while making their purchase decisions for personal consumption. And it reviews the base research articles related to consumer buying behavior. This includes consumer buying behavior models, factors influencing buying behavior, types of buying behavior and the consumer decision-making process. The data has been collected from the secondary sources from databases, reputed journals, textbooks, websites, etc. Hence the study provides the summary of existing literature related to consumer behavior for better understanding and helps to frame the hypothesis for future research. While some outcomes may be significant to marketing practice the overall goal of such research endeavor is to achieve better understanding of consumer behavior.  Keywords: consumer buying behavior, decision making process, theory, models.

Consumer Buying Behavior-An Overview Of Theory and Models