Consumer behavior is a complex set of activities influenced by a number of factors. With the increasing number of competition the need for analyzing consumer behavior is getting wider throughout the world day by day. A number of factors influence consumer’s each and every purchasing decision. For the purpose of creating a strong brand image and set a distinct position in the consumer’s mind, the factors, which directly influence customers’ brand choice, should be identified by the organizations and formulate strategies accordingly. Keeping all these things in mind, the need for identifying the factors which affect customers’ brand choice, by different researchers, is the primary target of this literature survey based study. Secondary sources of data has been used for the completion of the work. From the in-depth review of the literature undertaken it is evident that, with the rise and the use of technology a paradigm shift has been taking place in the customer’s brand choice over the last couple of decades. The findings from the literature survey pointed out that, a number of factors affecting customer’s brand choice and the dynamics of the consumer mind influence consumer in every purchasing decision. This study will help the organizations to choose the factors for developing strategies and furthermore, support the upcoming researchers in this field to have a clear understanding regarding the key factors that affect the consumer brand choice.