We are all consumers living in a society. The most important concern for marketers is to influence consumer behaviour in a desired manner. This book attempts to answer the big question, 'Why do people behave the way they do as consumers of all sorts of goods and services?'The focus of this book is to acquaint management students with a managerial understanding and insight of our behaviour as consumers. Students, who aspire to become marketing managers, brand managers, sales managers, or want to take up a career in advertising etc., need to acquire the knowledge and skills which would be critically useful to them in these careers.The text is comprehensive with relatively recent research inputs from scholars describing various behavioural concepts and theories that are believed to be fundamentally useful for developing an understanding of consumer behaviour. Wherever possible, to clarify the concepts, it has been endeavoured to use Indian examples to make it more relevant to Indian conditions and easier for students to understand.In this new edition, all the topics have been revised, and some moderately updated, with more recent or relevant material on the subject to make the text richer and more useful. Overall, the book has been made more comprehensive and relevant. This book would be quite useful and will meet the requirements of students pursuing management studies and specialising in marketing.