It gives me immense pleasure to introduce before the esteemed readers, the first edition of the book 'Consumer Behavior'. I am feeling happy that an English version of the subject is now ready for them and others who follow books written in English during their course of study after getting requests from readers for the English version of the book. This book is designed as per B.com syllabus of Calcutta University and other Universities of Bengal. The University of Calcutta by an order issued in July 2023 notified semester wise Four-year (Hons. and Hons. With Research) or Three-year (Multi-disciplinary) program of UG courses of studies, as applicable under CCF, 2022 will be followed subsequently i.e. from the academic session 2023-24. This book 'Consumer Behavior 'has been written in lucid language, the approach is very simple so that students can digest the subject easily. In the absence of the availability of syllabi of other state universities, this book has been designed to cater to the needs of BBA students apart from B. Com after making enormous efforts to make this book student-friendly.