This textbook offers a comprehensive and up-to-date exposition of consumer behaviour tailored specifically for undergraduate commerce students (B.Com), especially in the 3rd semester (Minor) and 5th semester (Major in Marketing), in line with the FYUGP (Four Year Undergraduate Programme) under the NEP (National Education Policy). It is equally beneficial for BBA and MBA students seeking to build strong conceptual foundations in marketing.

Key Features:

• Syllabus-aligned content: The chapters are organised to correspond with the marketing syllabus for B.Com (5th semester Major) and cover all essential topics for a Minor (3rd semester) course in consumer behaviour.

• Fundamentals to advanced understanding: Starting from core concepts of consumer behaviour (motivation, perception, learning, personality), the textbook builds up to advanced dimensions such as group influences, culture, reference groups, decision-making processes, post-purchase behaviour, and contemporary trends.

• Indian context and examples: The book integrates Indian consumer behaviour scenarios, case studies and marketing examples which help learners relate theory to real-life marketing practice in India.

• Useful for BBA & MBA: While tailored for B.Com students, the depth and structure also make it suitable for BBA students specialising in Marketing and MBA students in foundational marketing papers.

• NEP / FYUGP compatible: With the move to NEP-driven curriculum and FYUGP structure, the book emphasises integrated learning, critical thinking and application rather than rote memorisation.

• Pedagogical aids: The book includes chapter-end summaries, review questions, application-based discussion prompts, and glossaries to aid revision and deeper understanding.

• Updated contemporary topics: It includes emerging themes in consumer behaviour such as digital consumer behaviour, online decision making, social media influences, and changing consumer attitudes in the Indian market. 

  Chapter 1: Introduction to Consumer Behaviour (Pages 9 – 61)

  • Objective

  • Introduction

  • Definition and Nature of Consumer Behaviour

  • Importance of Studying Consumer Behaviour

  • Types and Factors Affecting Consumer Behaviour

  • Relationship between Consumer Behaviour and Marketing

  • Importance of Consumer Behaviour for Marketers

  • Role of Consumer Behaviour in Marketing Decisions

  • Consumer Involvement and Decision-Making Process

  • Levels of Involvement:

    • Low & High Involvement Consumer Decision-Making

    • Involvement Around Products and Purchases

    • Characteristics of Involvement

  • Types of Consumer Decision-Making

  • Stages in the Consumer Decision Process

  • Summary & Review Questions

  ---

  Chapter 2: Information Search Process (Pages 62 – 115)

  • Objective

  • Introduction

  • Nature of Consumer’s Information Search

  • Factors Influencing External Search

  • Marketing Strategies Based on Search Patterns

  • Evaluation Criteria and Decision Rules

  • Stages & Steps in Consumer Decision-Making

  • Consumer Needs & Motives

  • Types of Needs and Motives

  • Arousal and Classification of Motives

  • Maslow’s Need Hierarchy Theory & Critics

  • Importance of Understanding Buying Motives

  • Major Difficulties in Judging Motives

  • Summary & Review Questions

  ---

  Chapter 3: Socio-Cultural Factors of Consumer Behaviour (Pages 116 – 174)

  • Objective

  • Introduction

  • Socio-Cultural Influences on Consumer Behaviour

  • Buyer’s Black Box / Stimulus-Response Model

  • Buyer Behaviour as Problem Solving

  • Applications of the Black Box Model

  • Cultural Factors in the Buying Process

  • Social, Personal, and Psychological Factors in Buyer Decisions

  • Cultural Characteristics and Consumer Behaviour

  • Nature of Reference Groups and Social Influences

  • Summary & Review Questions

  ---

  Chapter 4: Personal and Psychological Factors of Consumer Behaviour (Pages 175 – 214)

  • Objective

  • Introduction

  • Personal Factors Influencing Behaviour

  • Psychological Factors

  • Motivation and Maslow’s Hierarchy of Needs

  • Perception and Learning

  • Attitudes and Beliefs

  • Reinforcement, Socialisation & Modelling

  • Summary & Review Questions

  ---

  Pedagogical Features

  • Chapter Objectives & Introductions

  • Case-Based Examples

  • Indian Market Illustrations

  • Chapter Summaries