This book presents the workings of Consumer Behaviour as no other book in the market does. It examines the subject of Consumer Behaviour in a fascinating way, is stimulating and motivates readers. This textbook provides a complete introduction to consumer behaviour. It focuses on consumer behaviour research and concepts and their application in marketing issues. It highlights the values, popular culture, lifestyles, and consumption. Its simple layout and up to date studies make application of theories taught very clear. A must-have book for everyone engaged in this field.