The Indian landscape has always been recognized for its diverse culture and diverse people. In a country where different cultures shape an individual's lifestyle, personality, living patterns and values, it becomes imperative for companies to analyze and understand the needs and desires of customers. Consumer behavior involves the study of consumer purchasing patterns and habits which allows companies to understand why or why a consumer purchases a particular product. It strives to capture the buyer's decision-making process, both individually and as a group. Identify distinctive characteristics of different markets such as demographics and behavioral characteristics in an effort to understand the needs of the target audience. It also tries to evaluate persuasions on the consumer from groups such as family, friends, reference groups and society in general. With the Indian economy, still grappling with the slowdown, the need of the hour is to understand what the customer requires and act accordingly. With the increase of many foreign retailers,...