Consumer Behaviour Definition of consumer behavior Kopetz et al. (2012) and Hawkins & Mothersbaugh (2010) define buyer behavior is defined as the study of how organizations, individuals, or general consumers choose, purchase, use, and potentially dispose of certain services and products. Jewelry consumers exhibit different behavior when compared with other consumers (Kwok et al., 2006). Arguably, consumer behavior is a critical evolution of how consumers are likely to behave within the market place of specified products. The motives of consumers that guide each action are of crucial consideration. As Hawkins & Mothersbaugh (2010) point out, it is possible to determine customer preferences by indulging in why consumers buy. This allows marketers to identify the market trends, and the