Consumer Behaviour and Decisions by Dr. Rizwana Atiq is an insightful and comprehensive guide designed to help students, marketers, and entrepreneurs understand the psychology behind consumer choices. From the moment a customer thinks about buying a product to their post-purchase behavior, this book offers a deep dive into the essential aspects of consumer decision-making.
It explores critical concepts such as consumer motivation, perception, attitude, personality, lifestyle, and buying patterns. The book also introduces students to the significance of consumer research, innovation adoption, and the diffusion process—essential tools for modern marketing success.
More than just theory, this book emphasizes the importance of ethical consumption and the role of sustainable development in marketing. It encourages future business leaders to make responsible decisions that align with global sustainability goals.
Whether you're a student of business and marketing, a budding entrepreneur, or a curious reader aiming to decode consumer behavior, this book serves as a practical and powerful resource to build strong marketing strategies based on consumer insight.
