The book offers balanced coverage of consumer behavior including the psychological,social,and managerial implications.This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the ability to understanding consumer behavior in the right perspective.

Inclusion of Indian case studies and discussion on the socio-cultural fabric of the Indian consuming classes make this book very useful for the MBA students of Indian universities/autonomous institutions.Coverage of Indian lifestyle trends,socio-economic data and demographic profile has further enriched the Indian context.