The Indian landscape has always been known for its diverse culture and varied population. In a country where different cultures shape an individual's lifestyle, personality, lifestyles and values, it becomes imperative for businesses to analyze and understand the needs and wants of customers. Consumer behavior involves the study of consumer purchasing patterns and habits, which allows businesses to understand why or why a consumer does not purchase a particular product. It strives to understand the buyer's decision-making process, both individually and in groups. It identifies the particularities of various markets, such as demographic and behavioral characteristics, with the aim of understanding the needs of the target audience. It also attempts to gauge consumer beliefs from groups such as family, friends, reference groups and society at large. As the Indian economy still faces slowdown, the urgency is to understand the customer's needs and act accordingly. With the increase of many foreign retailers,...