Consumer Behaviour is specially written for diploma-and degree-level business students at the local tertiary institutions, especially students majoring in marketing. Spanning twelve chapters, this book presents the fundamental concepts of consumer behaviour in an easy-to-understand and accessible manner. Each chapter is aslo accompanied by comprehensive discussions on how the concepts are applied in real-world situations. In addition the text is enriched with examples from Malaysian scenarios to improve the understanding of how consumer behaviour is applied in local settings.