This article examines the Consumer Behaviour with reference to the product available in the market this paper aims to study the Roles in Consumer Decision Marking, Steps in Buying process, Buyer Motivations, Influences on Buyer Behavior and Buyer – an Enigma. The research has been carried out on the Consumers engaged in buying of goods. Primary as well as secondary data has been used to carry out the research. After the analysis it was found that, Consumer is the most critical Component in the marketing strategy of enterprise, needs to be studied in depth. Hence, a Company must understand how the buyer decides in favor of one brand or product, what motivates him or her to select an alternative & who influences him or her to buy the brand or product.