Ideally consumers seek to get maximum satisfaction from consumption of their preferred set of commodities. This guides them all through their consumption patterns hence purchase combination of commodities which they believe will result to higher utility. At all times consumers aim at reaching the optimal level of satisfaction and hence will keep on purchasing certain set of commodities so as to reach this plateau. In most cases, consumers face problem of utility maximization while trying to land this plateau. The problem may be attributed to diminishing marginal satisfaction of various sets of commodities.Sometimes,consumption of additional units of a good or service may result in lower marginal satisfaction as compared to the units consumed earlier.This will result in a demand curve which will at first have a greater gradient and thereafter decreases.This is well illustrated in a demand curve by a coefficient where proportionate change in quantity demanded as a result of proportionate change in price is compared at different consumption levels. The development of concept of utility maximization was contributed by many economists. The first prominent economist was Jeremy Bentham (1748-1832).He viewed utility as a moral criterion for the organization of a particular society. Jeremy argued that a society should aim at maximizing the total utility for the greatest number of individuals whose aim is to achieve the greatest happiness. In his view, Jeremy argued that people with different levels will have different quantities of happiness if quantity of their wealth increases (Foley and Sidrauski). He further argued that greater quantities of wealth to a relatively less wealthy person will give rise to relatively higher levels of satisfaction as compared to a relatively wealthier person. Consequently therefore, the generation of happiness will go on diminishing as quantities of wealth increases. Jules Duouit went on with the concept of diminishing marginal utility and he applied this concept to consumption of water. According to him, individuals have different value for water and would use first for purposes which are believed to give higher value such as drinking. Individuals will then use it for less valuable purposes like agriculture, washing etc. Jules uses this idea to generate consumption curves whereby he demonstrates how people purchase more of a certain commodity if its prices decrease. This is brought about by diminishing marginal utility. This is clearly described in the demand curve (Foley and Sidrauski). The behavioral and assumption underlying utility maximization concept has attracted a lot of criticism. As a result of this, some economists have developed various models of bounded rationality. Others scientists have developed a number of theories related to human decision-making. These theories take into account other aspects of uncertainty and determination of people’s preferences tastes in relation to their socioeconomic environment. To begin with, a Cambridge economist Joan Robinolesson was against this concept of utility maximization. He boldly referred to it as a circular concept. He argued that it is the quality in goods and services that make consumer purchase them. Therefore, consumers have utility in these commodities since they will