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Synopsis This book is designed in such a way that it covers the relevant syllabi of the universities in India. The book presents a comprehensive coverage of the subject with examples from the Indian scenario. The book stresses on purchase decision and consumer behaviour and clearly explains the five stages of problem recognition, information search, information sources, evaluation of alternatives and factors influencing the consumers in the decision-making process. It also explains outlet selection and purchase. The external environment and its influence on decision-making like demographical, political, cultural and technological factors together with the internal determinants of beliefs, attitudes, personality, memory and values have been discussed in this book. The marketing manager should know the changing attitudes, beliefs, interests and moods of consumers and it would enable him to woo the consumers and it would enable him to woo the consumer by changing the marketing mix. While marketing the product, the satisfaction of consumer is of prime importance and the repeat purchase must be ensured, so that, the product is on a sound footing. All these factors have been highlighted throughout the text. The author has taken every endeavour to incorporate new ideas and concepts in the field. Sincere efforts have been taken to explain the theories in a lucid, easy and understandable language. This text provides an in-depth coverage of consumer behaviour and purchase decision and it is aimed primarily at students of marketing courses besides practicing marketers across the country. Relevant case studies and review exercises are additional highlights of this book. With its clear style and systematic approach, this book would be extremely useful for students of marketing management and commerce at undergraduate and post-graduate levels, research scholars, management consultants, consumers, dealers, professionals and those connected directly and indirectly to the purchase decision and consumer behaviour would also find this book to be a valuable reference source.