Vol. 7, Issue 1, Part L (2025)

Consumer is considered as king of the market. As the consumer plays a distinct and vital role, he is considered as payer, user and buyer. In present scenario, the focus is on studying consumer behaviour. Consumer behaviour and decision-making are now a hot issue in the marketing community. This study provides a thorough analysis of the marketing-related aspects that influence online customer behaviour and purchasing decisions. Consumer purchase decisions demonstrate how successfully an organization's marketing strategy meets market demand since marketing begins and ends with the customer. The psychological processes that customers go through to determine their needs are included in consumer behaviour and identifying trends to address these needs, making purchasing selections, for instance, deciding whether to buy goods and services and, if so, which brands and where, interpreting advice, establishing plans, and carrying out these plans, for instance, by comparison shopping or by actually purchasing the products, To fully understand customers and their responses, contemporary and skilled marketing staff members analyze the various models based on fundamental characteristics of their behaviour through their conceptual knowledge of factors that affect the online buying behaviour of customers.