Introduction The marketing strategies that an organization uses contribute significantly to the success of a certain product or service in a given market segment. The strategies employed in marketing hinge on some models that have been put forward to explain how consumers make decisions during the purchase process. According to Hawkins and Mothersbaugh (2012), “consumer behavior theory highlights the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (p. 45). This paper identifies, describes, and assesses the Nicosia Model and the Engel-Blackwell-Miniard Model of consumer decision making to determine how they contribute to the development and marketing of successful products and services. Additionally, the paper highlights some of the emerging issues on consumer behavior coupled with giving recommendations related to process improvement. Identification, description, and assessment of consumer behavior models The Engel-Blackwell-Miniard Model This model is also called the consumer decision model. The model is “structured around a seven-point decision process: need recognition followed by a search of information both internally and externally, the evaluation of alternatives, purchase, post-purchase reflection, and finally, divestment” (Solomon, Russell-Bennett, & Previte, 2012). A consumer identifies a need before proceeding to carry out a search based on the complexity of the issue at hand. The pre-purchase evaluation of alternatives follows where one explores the available options based on beliefs, the availability of resources, and environmental factors among others. One then purchases a good or service based on its utility. After consumption, a consumer carries out post-consumption analysis, which in most cases is termed as feedback. The divestment stage is peripheral in the process, and it acknowledges that at one point the good or service will be disposed of. Image 1: The Engel-Blackwell-Miniard Model (Solomon et al., 2012). The Nicosia Model This model by Francesco M. Nicosia focuses on the relationship between a consumer and a brand. Organizations relate with clients by communicating their products and services, while consumers respond by making purchases. Communication is the backbone of this model, and it involves four areas, viz. field 1, 2, 3, and 4. Field 1 underscores the dispensation of information by companies concerning a certain product or service. The information is channeled through different promotional campaigns to create awareness in the market (Joy & Li, 2012). In the second field, the consumer searches for information concerning a certain product based on an identified need. After one is satisfied with the available information on a certain product or service, s/he decides to purchase based on utility and the availability of resources among other factors. The satisfaction that one gets from the available information elicits motivation, which leads to the actual purchase of the good or service and this act underscores the third field of the Nicosia Model. The last field of the model is the feedback phase where a consumer responds based on the experience gained from consuming the good or service. Image 2: The Nicosia Model (Solomon et al., 2012). Analysis The understanding of consumer behavior theories and