Marvin is a contract hog farmer in Iowa. He owns his land, his barn, his tractor, and his animal crates. He has seen profits drop steadily for the last twenty years and feels trapped. Josh is a dairy farmer on a cooperative in Massachusetts. He doesn't own his cows, his land, his seed, or even...

pt. I. Overview of consumer behaviour -- pt. II. Service quality vis--vis consumer behaviour -- pt. III. Customer satisfaction perspective -- pt. IV. Consumer loyalty outlook -- pt. V. E-consumer behaviour -- pt. VI. Emerging dimensions of consumer behaviour.