This critical analysis of consumer behavior explores the factors that influence consumer behavior and how it can drive the market. It discusses consumer behavior theories, their application in the study of COVID vaccine, and provides recommendations to increase vaccine uptake. The analysis covers personal, psychological, and social factors that impact consumer behavior. It also explores theories like Marshallian Economics, Psychoanalytic theory, Veblinian Social-Psychological model, Theory of Reasoned action, Engel, Kollet, Blackwell model, and Motivation need theory. The research methods and ethical considerations in studying consumer behavior are also discussed.