ABSTRACT Objective- The preceding historical perspective shows that successful companies adapt to changing consumer needs and environmental trends. The late 1990s and early 2000s have seen equally important consumer behaviour trends that influence marketing strategies. The main objective of studying consumer behaviour is to understand behaviour of a consumer as we all are consumers. It is essential for marketers to understand consumer to survive and succeed in these competitive environment because it is importance in day to day life which pertinence to decision making for their purchases. Secondly to study consumer attitude and various factors influencing their buying decision. In other words Consumer behaviour is a study of how individuals make decision to spend their available resources (time, money and effort) or consumption related aspects (What they buy? When they buy? How they buy? etc.). The heterogeneity among people makes understanding consumer behaviour a challenging task to marketers. Hence marketers felt the need to obtain an in-depth knowledge of consumers buying behaviour. Finally this knowledge acted as an imperative tool in the hands of marketers to forecast the future buying behaviour of customers and devise four marketing strategies in order to satisfy and retaining customers. Design / Methodology/ Approach-The present research paper is conceptualized and is based on secondary data collected from reference books. In order to enhance the knowledge about study of consumer behaviour various model are studied. Findings- Imperative tool and effective marketing strategies are needed for marketer to forecast the future buying behaviour of customer. By implementing various tools and strategies marketer can face the market competition and can achieve all the heights of success Limitations-Present research is conceptualized and based on secondary data; research could have been more authenticated if it would have been based on primary data Practical implications-This paper can inspire marketer, businessman and experts of their fields for bringing certain changes in their strategies for better future by adopting changes in business environment. Originality/Value- The paper includes examples of consumer buying decision with different stages. Various models of a consumer behaviour help in understanding their decision making process. Key words: consumer behaviour, marketing strategy and business environment, consumer buying decision.