It has been observed that the consumers have a changing trend in their behavior. These changes in the buyer dynamics have been directly proportional to the changes in the technology. There has been increased competition to the companies owing to free trade and globalization. These have also contributed to the changing trends in the behavior of the consumers . This is because of the changes in the external environment and the individual perception. Customers no longer care for traditional competition and competitors. They prefer to buy a product that looks aesthetically pleasing product. They have certain benchmarks and are capable of choosing a product based on the previous benchmarking standard. The consumers in the modern times are less tolerant. They have become harder to be satisfied (Kardes, Cronley & Cline, 2014). They have a lot of choices and lack of time. Owing to this, there has been increase in the impulse buying behavior of the consumers. Consumer to consumer dialogues has improved owing to the advent of social media. There is a whole new level of marketing that needs to be developed in the modern times owing to the advent of social media. These social media interactions determine the choice of the modern consumers. The consumers in the modern time are not loyal to a particular brand they prefer products that meet their requirements at a particular time. They do not conform to the conventional branding standards. They have strong opinions that are based on the individual research regarding the products. The consumers are more informed in the current times. Modern day consumers are multichannel users who use and buy a product through many sources. There are increasing levels of health consciousness in the society (Kotler et al., 2015). This has led to the formation of the people developing preference towards a more healthier option. It has been deemed that the soft drinks are not healthy by the people. This has led to the people developing certain preferences for a product. There is a need for customized advertising for the modern day consumers. They want a service or product that would meet their individual’s needs. So understanding how a brand is perceived by the consumer will help in work on those notions that can contribute to negative purchase behavior.