Consumer behaviour is a fascinating and complex field that lies at the heart of marketing and business strategies. Understanding how and why consumers make purchasing decisions, the influences that shape their behaviour, and the broader societal implications of these choices is crucial for anyone looking to thrive in today’s dynamic market environment. Whether you are a student of marketing, a business professional, or simply someone interested in understanding the complexities of consumer behaviour, this book aims to provide valuable insights and practical knowledge. We hope that the information contained within these pages will empower you to better understand the consumers you seek to serve, ultimately leading to more effective and ethical marketing practices.