Hybrid cars are increasingly becoming popular in the United States and many other European nations. In this project, the researcher was interested in investigating the consumer decision-making process when planning to buy hybrid cars. The researcher was interested in specific factors that make them buy this product, and the decision making process. To get this information, the researcher collected both primary and secondary sources of data. The primary data gathered from the interviews were supported by the secondary data sources. The Concept of Consumer Behavior Consumer behavior refers to the study of the processes used by individuals, groups or organizations in selecting, securing, using, and disposing of products. It is a complex psychological process that may take time before a final decision is made. Consumer behavior as a field of study is widely used in various disciplines such as sociology, psychology, anthropology, economics and marketing (Jacoby, 2006). As a marketer, it is very important to understand the specific activities that go on in the mind of a consumer when they are planning to make a purchase of a given product (Bargh, 2013). A firm should know if the customer is driven by price, quality, peer pressure, or any other factor that makes it necessary to purchase a given product. Understanding the activities going on in the mind of a consumer makes it possible for a firm to come up with a concept of a product specifically meant to offer value to the customer based on his priorities. According to Schneider, Krieger and Bayraktar (2011), there are five steps involved in consumer decision making process when planning to purchase an item. Step 1: Need recognition The first stage as identified by the respondents was the need recognition. The consumer will need to identify the specific needs that should to be met based on internal or external environmental forces. Using Freud’s Cognitive Theory may help in understanding how consumers identify this need every time they want to purchase a given product. This theory explains how people make decisions based on internal and external influencers (Mitchell, Balabanis, Schlegelmilch, & Cornwell, 2009). The socio-cultural forces, family issues, role and status within a family or society, economic situations, and occupation of an individual are some of the major external influencers that define their needs. Issues such as age, personal factors, lifestyle, and self-concepts are internal influencers are other major determinants. According to Lewis (2011), as a marketer, it is always very important to determine the forces that have stronger influence when it comes to defining the needs of a consumer. Internal forces are sometimes influenced by basic needs. For instance, one may identify a need to buy a new hybrid car because he or she has to replace the older ones. It is important to note that the need will influence the entire decision making process. Step 2: Information search After defining the need, the next task is to search for information about the product. According to Baumeister (2014), sometimes information search may be a complex process, especially when one is making a close comparison between two or more products. At this stage, consumer will gather all relevant information about the product of interest. For instance, in this case of purchasing a new hybrid car, information about the speed, comfort offered by the product, and security are some of the c