This study focuses on the development of buying behaviour perceptions and other impacts that work for the development of buying behaviour. Marketers have worked on presenting the symbolic images and other services that have helped in gaining more customer segment. Marketers have tried to shape and develop the images that can help in attracting the customers. Companies have worked on various models of consumer behaviour and how these models impact on the self image of the customers. Throughout the study concepts of consumer behaviour have been revised and their relationship with buying patterns and behaviours of the customers has been discussed. This study focuses on designing the self image and concept of the extended self and how it is used in the advertisements.