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This article delves into the complexities of consumer behavior, offering an analysis of traditional and modern behavioral models to understand purchasing decisions. It begins with presentation of the Marshallian, Pavlovian, Freudian, and Veblenian models, which focus on economic, psychological, and social influences. Subsequently, the study explores contemporary frameworks like the Nicosia, Engel-Kollat-Blackwell, and Bettman models, highlighting their contributions to comprehending the consumer decision-making process in a dynamic market environment. By integrating insights from various models, the article underscores the significance of understanding consumer psychology, external stimuli, and individual roles in purchase activities. This review aims to equip marketers with the knowledge to devise effective strategies that address current market challenges and enhance consumer satisfaction and organizational profitability.