An understanding of the consumption of goods and services by individuals or groups of individuals is a complex process that requires an in depth analysis of different factors that affect purchasing behaviour. This research study is an attempt to analyse the different aspects of consumer behaviour of the Mauritian population. The different aspects which have been discussed in this study are how Mauritian consumers purchase specific products and services, their reasons for purchasing these products and services, the retail outlets they use for their purchases, the influence of promotion on their purchases and the level of consumer awareness among the Mauritian population. The study explored the aspects of brand choice, brand switching and innovation. Data was collected from a sample of households, representative of the whole population through a survey. The sampling unit was the head of household. The findings suggest that there is a noticeable absence of homogeneity in the behaviour of Mauritian consumers. This absence of homogeneity is due to differences that exist in the origins of different communities, their lifestyles, purchasing patterns, cultural beliefs and values and their demographic characteristics. The findings also suggest that demographic characteristics are also major determinants of consumer behaviour in Mauritius.