After the outburst of the industrial revolution, consumerism has been rising immensely. This consumerism has given the buyers the power to rule the markets as opposed to the power held by sellers before. The sellers now have to heed to the demands of the buyers in all the ways possible in order to to create a market for themselves. This kind of a change in the marketplace has emerged a new field of study, which is the psychology of shopping. Researchers are trying to understand the behavioral patterns behind the purchases made by consumers. Such understanding has proved beneficial for the brands as they could not target the correct customer for their particular products with the help of new tools and techniques.