Recent years have seen the development of research on consumer behavior and decision-making, which is now a major topic in both literature and the marketing world. To further the research, this study provides a comprehensive literature review of academic papers in the area of marketing's purchase decision-making process and its present status. The most current subjects and developments in that discipline are also included in the research. 24 journal articles, reports, and marketing books served as the basis for the evaluation and analysis of the core theories and concepts in this sector. Additionally, a framework of "moments that matter" in consumers' decision-making process and the factors that influence them was developed in an effort to potentially influence customer behavior in favour of the company's offerings. Additionally, recommendations were provided for marketers to have a deeper understanding of consumer behavior and buying trends in order to improve marketing efforts