Explore the fascinating world of consumer behavior with this comprehensive guide, perfect for students and marketing professionals. “Consumer Behaviour” offers a clear, accessible introduction, grounded in a robust conceptual model that seamlessly connects all topics. Dive into real-world examples and case studies that illustrate theoretical principles in action, helping you understand how consumers make decisions. This Indian Adaptation retains the global context of a world-class text while enriching it with relevant local equivalents. Engage with chapter-opening anecdotes and end-of-chapter exercises designed to sharpen your analytical skills in investigating consumer issues, advertisements, and marketing strategies. A must-have resource for anyone seeking to understand and influence consumer choices in today’s market.