Unlock the secrets of consumer behaviour with this essential textbook, perfect for postgraduate marketing students. Dive deep into individual choices, socio-cultural influences, and psychological drivers of consumption. This comprehensive guide uniquely integrates contemporary concepts like online buying trends and consumer engagement marketing, vital for modern marketing strategies. Explore consumer decision-making, segmentation, B2B behaviour, personality, motivation, perception, attitudes, family, class, culture, innovation adoption, research processes, and building customer loyalty. Discover the impact of social media, ethics, and CSR. Packed with real-life examples, this book offers invaluable insights for students and young marketing professionals alike, making it a must-have for understanding the evolving consumer landscape.