Abstract: This paper makes a survey of recent developments in the area of consumer behavior stochastic modeling. We first outline some basic models including category choice, brand choice, and purchasing incidence models. Then, we formulate in detail some newly extended models for brand choice and purchasing rate, including the negative binomial model and the Markovian model introducing explanory variables, the Markovian model introducing variety seeking, brand choice models considering dynamic consumer preferences and product attributes, the cyclical choice model and the household choice model, bying incidence models introducing explanory variables and consumer heterogeneity, and the comprehensive model integrating brand choice with buying incidence. Furthermore, we analyze the particular characteristics and common natures of teh ablve metioned extended models. After that, we point out the new trends of consumer behavior stochastic models. Finally, we conclude the survey by posing several problems needed to be studied further.

Key words: consumer buying behavior, stochastic models, brand choice, buying incidence