Essentials of Consumer Behavior

Consumer behavior refers to the study of individuals and groups, focusing on their activities related to the acquisition, use and disposal of goods and services. It also focuses on the examination of consumers' cognitive, emotional and behavioral responses associated with these activities. As an interdisciplinary field, it integrates insights from various areas of study, including psychology, anthropology, sociology, ethnography, marketing and behavioral economics. Consumer behavior further explores how attitudes, emotions and preferences impact purchasing decisions. Numerous internal and external factors, such as consumer awareness, self-actualization, perception, culture and social class, influence consumer choices. The topics included in this book on consumer behavior are of utmost significance and bound to provide incredible insights to readers. This book explores all the important aspects of the discipline in the present day scenario. It will serve as a valuable source of reference for those interested in this field.