The complex nature of consumer behavior makes the study of production and consumption more difficult. Thus, Consumer Research become more important to understand our production and consumption system. Therefore a book on Consumer Research which explains this difficult subject is an essential need of today. The present book is an attempt in this direction. The book is written keeping in view the specific need of students of BBA., B. Com., MBA., M.Com., and research scholars. The book has many unparalleled features which make it distinct from other books.