One of the central considerations to any marketing strategy is the specific patterns displayed by consumers, also known as their ‘Customer behavior’. The importance of Customer behavior has scarcely been researched in the context of India consumers. Methodology/Technique – This study seeks to understand the effect of Customer behavior as a market segment on the perception of marketing practices in the modern retail industry. The study is an exploratory survey study using 900 samples of India shoppers in the modern market. Findings & Novelty– This study concludes that the majority of consumers in India exhibit an economical and promotional sensitive style of shopping. They are also identified as brand-oriented shoppers and moderate perfectionists. It also verifies two segments of the India consumer market: recreational shopper and utilitarian.