Some consumer desires, some widespread unconscious anxiety, think out some way to relate this wish or fear to the product you have to sell, then build a bridge of verbal or pictorial symbols over which your consumer can pass from fact to compensatory dream and from the dream to the illusion that your product when purchased will make the dream come ture. The great majority of Indian consumers believe that each person should expand his needs and then gratify them. Advertising should not be blamed because our society actively seeks more and better physical possessions. Materialism should not be an end, it should be a means to even better ends. The purpose of advertising is to make ultimate consumers want to consumer more. The concept of consumer behaviour can be defined as under.