The Indian adaptation of Consumer Behavior/11e, the book that has set the standard for consumer behavior study, offers a comprehensive view of the leap in progress made towards the inevitable synthesis of media, entertainment content and marketing. It explores how the examination and application of consumer behavior is central to the planning, development and implementation of marketing strategies. New Cases and Case Studies: Several new cases have been added throughout this edition and visuals of prominent brands like Dove, Cadbury Oreo, ITC and Gillette have been included to enrich the learning experience of students. New end-of-chapter cases will show them the real-life application of the discussed concepts so that they can see how real companies use consumer behavior to create marketing strategies