: To design a product or service that satisfies a customer's needs, producers must first understand their wants and needs. Besides that, it is also essential to know what makes consumers choose one thing over another. When you know a customer's personality and the environment in which they work, it's easier to change their behavior and help them make good purchases. In a business setting, consumer behavior refers to how an individual responds. Research on customer behavior is a wide-ranging endeavor. It aims to connect with people deeper using primary needs, psychology, emotions, and feelings. An analysis of the client's behavior determines how a customer responds to a set of stimuli that support the relationship with him. We need to know what makes customers buy in-store or online, what makes them feel, and how they react and act. What factors influence a customer's decision to use one company's goods or services over another? The answer to this issue is not immediately apparent. When finding the best deal, rational logic does not always apply to consumer behavior. Many other things come into play concerning how people think, feel, and act. A critical analysis was carried out on consumer behavior and their purchasing power using the "people-product-situation" approach, in which several factors were considered. Internal and external factors are the primary categories used to categorize the influences on consumer decisions. Internal considerations influence the consumer's unique decision-making process; consumer needs, motivation, personality, and perception are the vital factors. A variety of external influences can influence an individual's decisions; social, economic, and cultural forces are important factors. From these research findings, the result showed that certain specific requirements, consumer activities, the purchasing process, internal and external factors, and consumer roles are critical factors in various forms and have significant influence on consumer choices, which is very important for marketing management. Therefore, understanding what makes people buy, use, or stop using a product or service helps companies better meet their needs, improve the customer's experience, boost sales, and strengthen the overall marketing management system for the organization.