Book Description

‘An Introduction to Consumer Behaviour’ offers a comprehensive exploration of the intricate world of consumer psychology and decision-making processes. Authored with clarity and expertise, the book delves into the myriad factors influencing how individuals perceive, evaluate, and ultimately choose products and services in the marketplace. With a focus on bridging theory and practical applications, the book introduces readers to fundamental concepts in consumer behaviour, including motivation, perception, learning, and attitude formation. It navigates through the complexities of social and cultural influences, shedding light on how these elements shape consumer choices. The author skillfully incorporates real-world examples and case studies to illustrate key principles, fostering a deeper understanding of consumer behaviour dynamics. Notably, the book goes beyond theoretical frameworks, addressing the impact of digitalization and evolving market trends on consumer decision-making. It equips readers with tools to analyze and predict consumer behaviour in a rapidly changing landscape. Ideal for students and professionals in marketing, psychology, and business, ‘An Introduction to Consumer Behaviour’ serves as an invaluable resource for unravelling the intricacies of consumer choices, making it an essential read for anyone seeking a comprehensive grasp of the field.