or mba, pgdba (markting) anf pg students of commerce. The book has been revised and a chapter on consumer behaviour inindia has been added which will help readers to know the conditionsof indian households and its impact on their consumptionpattern. Futher consumption pattern in rural and urban india has beenanalysed to help readers to know about difference in consumptionpattern in indian villages and towns. Contents: scope and application consumer needs and motivation consumer as a perceiver and learner influence of personality and attitudes on buying behaviour consumer psychographics influence of group dynamics and consumer reference groups influence of social and economic classes influence of family in decision making diffusion of innovations cultural aspects of indian consumer markets organisational buying behaviour role of consumer behaviour in advertisement consumer involvement and decision making information search and processing consumer protection in india market segmentation commerce and consumer behaviour.