Consumers behave rationally and efficiently in maximizing their own satisfaction. There are two ways to analyze consumer behavior Marginal utility approach Indifference curve approach. They both explain why changes in prices and income have predictable effects on consumer behavior. Utility is the benefit you get from consuming goods and services you buy. Utility from a good is whatever pleasure, or happiness you get from it.
Utility depends on individuals tastes and preferences.
Utility is measurable by assumption but it is not. That is no accurate measure of the utility that some one might receive by consuming a particular product relative to the utility that another individual might receive from that same good or services. Utile is a unit by which utility is measured. Total utility is the cumulative satisfaction that a consumer derives from the consumption of successive units of a good. Or it is the change in total utility for a one-unit change in quantity consumed.