Consumer Behaviour (CB) intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers and strategies used by marketers to deal with them. The book is divided into 16 chapters. It begins with introducing the subject, market research, market segmentation and positioning. Following this, the book elaborates on the process of consumer decision making also providing key learnings for a budding marketer to handle situations. Effect of psychological influences such as needs, emotions, memory, personality, perception, imagery and attitude while making a choice before a purchase is well covered. Elaborate discussion on sociological influences on buying behaviour of a consumer including family, social class, lifestyle analysis, opinion leadership have been provided too. The book also includes chapters on integrated marketing communications, models of communication strategy and diffusion of innovation. Besides students, the book with its application-oriented approach would also be useful to marketing professionals. Features ??? Detailed coverage of consumer decision making process, market segmentation and positioning of products as per consumer choices has been provided ??? Chapters include sections on Implication for Marketers that provides an insight/relevance of the topic discussed for young professionals on how to strategize for different situations ??? Chapters begin and end with relevant Indian and Asian cases to enhance and hone the marketing skills of the readers ??? Chapter-end exercises include numerous critical thinking questions along with self-evaluation quiz for practice