• Dr. Pooja Chaturvedi
• Aparna Patrikar

Previous years witnessed a lot of purchase behavior and pattern of consumption, further facing a lot of unaddressed issues has instigated recent researches on decision-making pro- cess. This paper is an attempt to explore the vitals of the buying decision-making journey till today with varieties of theories and approaches in sequence. Author has surfed different online materials/ articles and theories in books quoting interesting models explaining possi- bilities to influence consumer behavior favouring or disfavouring a particular brand. This study may be helpful to marketers to reshape their marketing strategies to capture a great pie of the market. Author has attempted to give several directions to marketers and future re- searchers towards buying pattern/ marketers approach

Decision-making process, Consumer behaviour, Buying behaviour, Model of decision-mak- ing

"A Critical Review of Journey of Consumer Decision-Making Process Lately", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 4, page no.l134-l142, April-2023, Available :http://www.jetir.org/papers/JETIR2304B23.pdf

"A Critical Review of Journey of Consumer Decision-Making Process Lately", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 4, page no. ppl134-l142, April-2023, Available at : http://www.jetir.org/papers/JETIR2304B23.pdf