This literature review analyzes the consumer decision-making process by integrating essential ideas, models, and empirical evidence to provide a thorough comprehension of consumer buying behavior. The research investigates several elements affecting consumer behavior, including psychological, social, cultural, and personal impacts, and assesses their effects on decision-making phases, including issue detection, information search, appraisal of alternatives, and post-purchase behavior. The assessment also talks about how technology, internet platforms, and social media affect how people shop nowadays. The study finds gaps in the current literature and gives marketers and academics new ideas on how to better understand and forecast how people will act in changing marketplaces.