Within business games there is a need to provide realistic feedback for decisions made, if such business games are to continue to remain relevant in increasingly complex business environments. We address this problem by using soware agents to simulate individuals and to model their actions in response to business decisions. In our initial studies we have used soware agents to simulate consumers who make buying decisions based on their private preferences and those prevalent within their social network. This approach can be applied to search for behavioural patterns in social structures and to verify predicted values based on a priori theoretical considerations. Individual behaviour can be modelled for each agent and its eects within the marketplace can be examined by running simulations. Our simulations are founded upon the BDI soware model (belief-desire-intention) combined with ontologies to makeworld knowledge available to the agents which can then determine their actions in accordance with this knowledge. We demonstrate howontologies can be integrated into the BDI concept utilising the Jadex agent framework. Our examples are based upon the simulation of market mechanisms within the context of dierent industries. We use a framework, developed previously known as AGADE within which each agent evolves its knowledge using an ontology maintained during the simulation. This generic approach allows the simulation of various consumer scenarios which can be modelled by creating appropriate ontologies.