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Consumer Behaviour: Insights from Indian Market, authored by Ramanuj Majumdar, is a comprehensive book that offers insight into how human minds work while making purchasing decisions. Summary of the Book Marketers all around the world have always been fascinated to understand the pulse of consumers when it comes to purchasing decisions. Why do a few consumers stick to one brand, why do some of them constantly switch from one brand to another, and several such questions have been discussed in this book. The book is offers a masterly analysis of consumer behaviour and the external factors that influence it. It is divided into six parts: Consumer Behaviour: An Overview; The Consumer as an Individual; Consumers in Their Social and Cultural Settings; The Consumer Decision-Making Process; Understanding Indian Market Diversity and Evolving Consumer Behaviour; and Case Studies. All concepts are explained in simple and lucid language for better comprehension. About Ramanuj Majumdar Ramanuj Majumdar is an esteemed Indian academician. He obtained his PhD in Marketing from IIM Calcutta. He is now a Professor of Marketing there. His academic career spans for more than 30 years and he has taught with distinction several marketing courses in PGP, MDP, and many in-company programmes. Professor Majumdar has been invited for lectures by many of the leading business schools in the USA, Germany, the Netherlands, and the United Kingdom. He has commenced many consultancy projects in marketing for many blue chip companies and Public Sector Undertakings in our country. He has also authored the books Product Management in India and Selling: Principles and Practice.