Consumer Behaviour by Dr. Saroj Kumar and Dr. Ruchi Srivastava is an English medium textbook for BBA (Bachelor of Business Administration) 4th Semester students. The whole book is written in English, the language BBA students study and write their university exams in. It is published by Thakur Publication Pvt. Ltd., Lucknow, in its Read To Lead series. The book is written as per the syllabus of Chaudhary Charan Singh University (CCSU), Meerut. Consumer behaviour studies how people decide what to buy, why they choose one product over another, and how factors like culture, income and personality shape those choices. Understanding it is central to marketing, advertising and product planning. A textbook written to the university's own syllabus lets students study exactly what their semester exam asks. It is prepared for BBA 4th Semester students of CCSU, Meerut and is also useful for other commerce and management students studying consumer behaviour. Key Features: Written entirely in English (English medium) Consumer Behaviour for BBA 4th Semester As per the syllabus of CCSU, Meerut Read To Lead series, Thakur Publication Pvt. Ltd., Lucknow For BBA semester exam preparation By Dr. Saroj Kumar and Dr. Ruchi Srivastava यह पुस्तक "कंज़्यूमर बिहेवियर (Consumer Behaviour)" डॉ. सरोज कुमार एवं डॉ. रुचि श्रीवास्तव द्वारा लिखित है और ठाकुर पब्लिकेशन प्रा. लि., लखनऊ द्वारा प्रकाशित है। यह पूर्णतः अंग्रेज़ी माध्यम (English medium) में है। यह चौधरी चरण सिंह विश्वविद्यालय (CCSU), मेरठ के पाठ्यक्रम के अनुसार BBA चतुर्थ सेमेस्टर के विद्यार्थियों के लिए उपयोगी है।