International Journal of Management Studies ISSN(Print) 2249-0302 ISSN (Online)2231-2528 http://www.researchersworld.com/ijms/ Vol.–V, Issue –4(9), October 2018 [147] DOI : 10.18843/ijms/v5i4(9)/20 DOIURL :http://dx.doi.org/10.18843/ijms/v5i4(9)/20 Consumer Behavior Research: A Literature Review Prof. Manisha Jagtap, Research Student Tilak Maharashtra Vidyapeeth, Pune, India Dr.Anand Deshmukh, Research Guide Tilak Maharashtra Vidyapeeth, Pune, India ABSTRACT The achievement of any business depends totally upon the fulfillment of needs and wants of its customers. Decoding consumer buying behavior is a complex task; hence organizations need to know the reasons why consumers differ in choice from each other in buying goods and services. Knowledge of consumer behavior is helpful in business as the purpose of a business is to acquire and retain customers. The paper studies the concept of Consumer Behavior and also indentified the factors influencing the buying decision of the consumer in two wheeler industry. The paper is based on secondary data and analysis is done by taking into account the literature available on the factor influencing consumer behavior across the two wheeler industry. The researcher also identified the reasons behind the changes noticed in the pattern of buying behavior of consumer in the purchase of two wheelers. Keywords: Consumer Behavior, Buying Decision, Purchasers Choice, Two Wheeler Industry. INTRODUCTION: In the 21st Century, we are seeing a progression of changes in two wheeler industries with foreign players entering the market Ducati, Harley and Triumph. Market stability is the ruler of the past as innovation advances and business need to spread out to increase the value of their services. There are numerous contemporary changes that are occurring in and around the economy which are in charge of changes in the two wheeler industry as a monetary movement. The present review manages to identify factors influencing the two wheeler customer behaviour, the responses of consumer and how two wheeler industry sales practices has influenced the overall economic growth of service sectors in particular as well as the economy in general. Consumer behavior is categorized based on the five questions what, when, why, how and where which are invariably linked to any purchase made. Factors such as time, money, effort on consumption and user related items are the key factors that influence the behaviors of consumers. The decision making process consists of two major parts. The first part is invisible and involves the use of various complex variables within the consumers mind and the second part is the outcome of the invisible thinking which is visible in the action performed as the result or outcome. The process by which the consumer narrows down their choice from the various options present, uses and disposes the necessary goods and services which are necessary are termed as Consumer Buying Behavior. The researcher has strived to infer the factors and reason behind the change in buying behavior of consumers with respect to two wheelers in India. DEFINITION: According to Solomon et al, 2006, “Consumer behaviour is the study of the process involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires”.