This paper examines the role of consumer psychology in sales and marketing in the contemporary context. It is essential to understand the hows and whys of consumer decisions, and factors that influence their buying behavior and their purchasing patterns. This is critical knowledge to understand the target audience to develop effective marketing strategies for optimum sales and revenue. The existing market is highly competitive and the key players need to know how to create the right product for the right consumers. Insights into and perceptions of consumer psychology enable the designing of an effective marketing strategy to attract consumers, designing, and producing new products. This is a crucial skill and knowledge for successful sales and marketing.