<b>An Analysis and Study of Consumer Behaviour and its Concerning Issues</b> Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. This paper describe about the Consumer behaviour and its concerning issues like its nature, relationship with digitalization and existing studies and literature etc. Consumer, behaviour, digital, paradigm etc 1349-1352 Issue-1 Volume-3 Girish Rao | Dr. Deepanshu Agarwal