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This textbook has been prepared with materials drawn from various secondary sources and is as per the Lucknow University syllabus. The language used in the textbook is simple and can be easily understood by the students.Whereever possible, important concepts have been conveyed by giving real Indian examples. The text has been organised into 9 chapters, starting with an `Introduction to Consumer Behaviour`, (Chapter 1), the individual factors affecting Consumer Behaviour (Chapters 2, 3 and 4), the group factors influences (Chapters 5 and 6), Chapter 7 discusses the various Consumer Behaviour Models, Chapter 8 tries to examine the Industrial / Organisational Buying Behaviour and the concluding Chapter 9 is related to Customer Relationship Management. Each chapter has a `Summary` of the discussions in that chapter, `Keywords` from the chapter, `Questions` pertaining to the topics discussed and `Suggested Readings` provided towards the end. Contents : 1. Consumer Behaviour − An Introduction 2. Personality, Self − concept and Lifestyle Psychographics of Consumers 3. Consumer Motivation 4. Consumer Perception and Attitude 5. Reference Group and Family Infuluence 6. Consumer Decision − making 7. Consumer − Buyer Behaviour Models 8. Industrial or Organisational Buying Behaviour 9. A Customer Relationship Management 10. Consumer Protection in India
