Consumer behaviour is a multidimensional and dynamic concept. In India, increase in population with huge diversity and the ever expanding choices and freedom, makes the study of consumer behavior a must for the marketing functions. The purpose of this paper is to understand the role of psychological factors in determining consumer behavior.  Perception, motives, attitudes, learning, personality and beliefs are the major psychological factors affecting the buying behaviour. These factors are considered as the key foundations of consumer   behavior and are assumed very important from view point of marketing firms. Thorough understanding and study of the psychological factors enable the marketers in building effective marketing strategies.

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Keywords: Consumer Behaviour, Buying Behavior, Psychological Factors, Perception, Motives.