Consumer behavior has undergone sea change over the last two decades consequent upon the changes that took place in various fields including technology, fashion, life style, trends, disposable income, and various other factors. This dynamic nature of consumer behavior has made it imperative for a marketer to comprehend the factors that are responsible for these alterations so that the efforts put into marketing campaigns and programs can be aligned according to the tastes and preferences of the consumers. Presently, there exists not only a wide but also a diverse range of literature on Consumer Behavior and, in addition, it has become a subject widely researched and included in teaching programs of universities across the world. Analyzation of academic contributions to this specific area of research has helped to provide the valuable insights into the ways in which consumer behavior has evolved over a period of time.