Consumer Behaviour and Decisions: A Practical Guide to Buying Psychology, Market Research & Sustainable Marketing

Product Information

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.

Keypoints:

• Complete Overview of Consumer Psychology – Covers motivation
• personality
• perception
• and attitudes to help students deeply understand consumer behavior.
• Practical Decision-Making Framework – Guides readers through the consumer journey before
• during
• and after purchase for real-world application.
• Focused on Market Research and Targeting – Equips aspiring marketers with tools to analyze consumer segments
• lifestyles
• and buying patterns.
• Emphasis on Sustainable Development – Connects consumer behavior to global sustainability goals and responsible marketing practices.
• Ideal for Business & Marketing Students – A must-have textbook for MBA
• BBA
• and marketing aspirants preparing for roles in brand management and entrepreneurship.

Bullets:

• In-depth Understanding of Consumer Psychology – Explains how and why consumers make decisions before, during, and after purchases, with real-world applications.
• Focus on Sustainable Development – Encourages ethical consumption and responsible marketing aligned with the United Nations Sustainable Development Goals.
• Covers Key Marketing Concepts – Includes consumer motivation, perception, attitude, personality, social class, and lifestyle analysis.
• Essential for Students & Entrepreneurs – Perfect resource for business, marketing, and management students aiming to understand target markets.
• Guided Approach to Consumer Research – Offers practical tools and theories to help marketers create data-driven strategies for lasting impact.