In current Marketing Scenario, the Study of Consumer Behavior has become essential. Consumers are the kings of markets. Without consumers no business organization can run. All the activities of the business concerns starts with consumers and ends with consumer satisfaction. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Consumer buying behaviour has become an integral part of strategic marketing planning. In order to develop a framework for the study consumer behaviour it is helpful to begin by considering the factors which impacts on consumer buying behaviour. Consumer behaviour plays a very important role in Marble Industry, which is getting very competitive with the easy entry of imported marble.  The objective of the research endeavour is to achieve a better understanding of consumer behaviour with the factors influence the purchase of marble.This research paper mainly focuses on Marble industry Customers and their buying behaviour in Jaipur city. Descriptive and Primary research was conducted amongst 200 customers of both Indian and Imported Marble and what influences them to purchase Indian and Imported marble was recorded. Convenience sampling technique is used in the research. Data is collected through structured questionnaire. Data is analysed through using Excel and various statistical tools. Findings are derived from the data analysis and required suggestions are given.

KEYWORDS: Consumer Buying Behaviour, Imported Marble, Structured Questionnaire.