Consumer Behavior and Market Research

This textbook combines the study of consumer psychology with modern market research techniques. It explains how consumers make decisions, perceive brands, and respond to marketing stimuli. Key topics include motivation, perception, attitudes, segmentation, and buying behavior. The book also explores qualitative and quantitative research methods used to collect and analyze consumer data. With case studies and practical insights, readers learn how to interpret market trends and develop effective marketing strategies. Designed for business, marketing, and management students, it bridges theory and practice in understanding consumer-driven markets.