This book aims to provide a comprehensive overview of consumer behavior and psychology, it is important to recognize that the field is constantly evolving. Consumer preferences, behaviors, and technological advancements continue to shape the landscape. Readers are encouraged to stay abreast of the latest research, trends, and insights in consumer behavior to adapt their strategies and practices accordingly. 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.