The complex nature of behavior of consumer makes the study of production and consumption more difficult. Thus,  Consumer Behaviour  become more important to understand our production and consumption system. Therefore a book on Consumer Behaviour which explains this difficult subject is an essential need of to-day. The present book is an attempt in this direction. The important features of this book are : 1)         The language of the book is simple and easy. 2)         The book adopts a fresh and novel approach to the subject. 3)         The book is written keeping in view the specific need of students of BBA., B. Com., MBA., M.Com., and research scholars. 4)         The book has many unparalleled features which make it distinct from other books. 5)         The subject has been presented in self-explanatory manner and to the point.