CONSUMER BEHAVIOUR,Consumer Behaviour is a comprehensive textbook designed for students of postgraduate management programmes specializing in marketing. It aims to help readers understand and analyse the behaviour of Indian consumers and develop winning marketing strategies. The book begins by explaining the foundation and scope of consumer behaviour and explores its linkages with multi-disciplinary social sciences. Following this, the importance of groups, cultures, and demography of India in shaping the mind of an Indian buyer is discussed. The book also explains psychosomatic concepts that impact consumer behaviour such as need, motivation, emotion, perception, memory, attitude, and personality. The book concludes with chapters on consumer research and consumer decision-making processes and models. Inclusion of exhibits and numerous research studies conducted by the author himself will make the book useful for students as well as young marketing professionals in understanding Indian consumers and formulating marketing strategies.