The study of Consumer Behaviour has become one of the most important disciplines of marketing. The last fifteen years have seen explosive growth in competition at all levels. This intense competition has led organizations to shift their focus from Mass Marketing to Individual Marketing. For many organizations, survival is at stake. The biggest challenge in the twenty first century

for the marketing organizations is to increase their market share and also increase their profitability. For achieving this objective, everyone in the Marketing organizations needs to understand the customer and his needs.

Table of Contents

Consumer Behaviour - Consumer Research - Motivation, Personality and Emotion - Consumer learning - Consumer Perception - Consumer Involvement - Information Processing - Attitude - Social Class, Lifestyle and Culture - Retail Consumer and Outlet selection - Consumerism - Consumer Satisfaction - Organizational buying behavior Consumer modelling - Rural Buying behaviour

Review from Venkadesh Narayanan, Principal Consultant, Fhyzics