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New 13th edition of Consumer Behavior: Building Marketing Strategy is designed to provide an understanding of consumer behavior. A primary purpose of this text is to provide the student with a usable, managerial understanding of consumer behavior. This book is based on the belief that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. This book continues its emphasis on marketing strategies influenced by culture, values, demography, society, etc.Drawing on the latest research and emerging trends in consumer’s buying pattern, new interpretation is given to cultural diversity increasing over generations. Topics such as social stratification and demographic groups are expanded. Global issues impacting economies and buying behavior is discussed in a new light. Almost all new cases, with several focused on ethical or regulatory issues, are given. This comprehensive text has been updated to suit the needs of students.Salient Features:• Consumer Insights across the chapters• Six cases specific to the Indian market• Discussion on recent changes introduced in the Consumer Protection Act, 2018• Comprehensive description of concepts and theories illustrated with help of examples