Theory of Consumer Behaviour presents a broad and comprehensive vision of the changing profile of consumer behaviour in the context of historical evolution of civilization and economic systems. This book provides a concise explanation and a critical evaluation of the concepts, theories and models of consumer behaviour. What gives this book an edge over the others are the practical examples both from India and abroad. The book exudes freshness as it embodies an economist's insights and a management expert's perception of consumer behaviour. This book will be an asset to students of management and economics, teachers, researchers, marketers and policy makers.