Understanding consumer needs and buying behavior is critical to the development and implementation of effective retail strategy. Consumer buying behavior is influenced by many factors and is constantly changing in this direction. Especially in recent years, factors such as developments in technology, increasing digitalization, widespread use of social media, pandemic and macroeconomic conditions have reshaped consumer purchasing decisions. Today, consumers have easier access to information, can shop at any time and in any environment, and expect much more from a product or service in their purchasing decisions. This change is forcing retailers to develop strategies that are not limited to product and price competition, but also aim to provide consumers with meaningful and personalized experiences. This chapter examines the nature of consumer behavior in the context of consumer psychology, the purchase decision process and the factors that influence it, and then explains the evolution of consumer shopping habits and seeks to answer the question of how retailers can keep pace with this transformation. Finally, focusing on the concept of customer experience, which has become the new ultimate goal of purchase behavior, its impact on creating customer loyalty is examined and implications for the retailing industry are drawn.