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Introduction: With the notion "consumer is king", marketers and theorist alike have tried for many years to establish, what influences consumer buying behaviour. This is a critical analysis for marketers and businesses alike. Since there main goal is to create repeated purchase and maximise profits. The individual, who can figure out literally, what influence consumer's behaviour, would have the comparative advantage over competitors. Manipulating the results towards a profitable outcome of their business. However, there is no one determinant factor that influences consumer's evaluation of brands. Sometimes consumers purchase brands for no apparent reason, or to satisfy some type of need or want. Many studies have been done in the past, dividing the consumer as an emotional Being having an affective impact, and as a thinker in which the consumer follows a cognitive process. Psychological factors that shape consumer's Cognitive process The cognitive process is basically psychoanalysis1 of consumer's evaluation towards a brand....

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