Consumer Behaviour

This book delves into the fundamental concepts and contemporary perspectives on consumer behaviour. It examines the psychological, sociological, and economic aspects that shape purchasing decisions and brand interactions. The chapters cover topics such as consumer perception, motivation, decision-making processes, cultural influences, digital marketing impact, and emerging trends in the marketplace. Designed for students, academicians, and industry professionals, the book provides practical insights and case studies to illustrate real-world applications. Whether you are a marketing strategist, business owner, or researcher, this book offers valuable knowledge to enhance your understanding of consumer behaviour and market dynamics. The book is structured in aa way that allows readers to build a strong foundational understanding before exploring more advanced concepts. Early chapters focus on consumer psychology, perception, learning theories, and attitude formation. The middle sections address the impact of external influences such as social groups, culture, and subcultures. The practical applications discussed throughout this book provide valuable takeaways for professionals looking to refine their marketing strategies and consumer engagement techniques. By integrating theoretical knowledge with real-world scenarios, this book aims to offer a holistic approach to understanding consumer behaviour.