Consumer is the king in the modern marketing. The buying decision of a consumer is highly influenced by the buyer’s personal and psychological factors. The survival as well as growth of any business organization depends upon its ability to satisfy the present and potential consumers. Selection of the particular brand is influenced by individual characteristics, product characteristics and situational characteristics. The buyer’s decision in selecting the brand varies from individual to individual and from region to region. Consumers have their own choice of product in their day to day life.