Consumer Behaviour is one of the most important instruments of business management and development. It enables the companies’ to maximize their profits by properly analyzing consumer behavior. To serve the purpose of enhancing the understanding of consumer behavior, we bring forward the latest edition of the book ‘Consumer Behaviour’. This book is of utmost utility for the students of various courses namely BBA, MBA, etc. This book has been prepared according to the revised syllabus. For the help of the students, the subject matter of the book is simple, comprehensible and easily understandable. Moreover, wherever required, important facts, examples, tables, case studies, etc. are used for enhancing the quality of the chapters. For self-assessment, at the end of each chapter, Long Answer Type Questions, Short Answer Type Questions and Objective Type Questions are given that were asked in previous examinations of various universities.
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