The book “Consumer Behavior: A Tutorial for Universities” by Irina Viktorovna Aleshina is an important and relevant work that immerses the reader in the world of consumer behavior, its patterns and influence on the market. This manual will be an indispensable assistant for students studying marketing, economics and sociology, as well as for professionals seeking to better understand the motivation and behavior of their customers. The book focuses on the analysis of factors affecting consumer choice, preferences and habits. Aleshina masterfully combines theoretical aspects with practical examples, which makes the material accessible and understandable. Readers will be able to learn how social, cultural and psychological factors shape consumer preferences, as well as how modern technology and digitalization are changing the approach to marketing and customer interaction. The book will be interesting not only for students, but also for practicing marketers, sales managers and anyone who wants to better understand their target audience. If you want to deepen your knowledge of how consumer decision-making mechanisms work, this guide will be a real discovery for you. It is suitable for both young professionals and experienced professionals who want to update their knowledge in the rapidly changing world of the consumer market. The topics raised in the book cover a wide range of issues, from basic theories of consumer behavior to analysis of current trends, such as the impact of social networks and online reviews on consumer choice. Aleshina also considers important aspects, such as emotional and rational factors, that play a key role in the decision-making process. This makes the book not only a tutorial, but also a practical guide for those who want to interact effectively with customers. The style of Irina Viktorovna Aleshina is distinguished by the clarity and logic of the presentation . She skillfully uses examples from real practice, which allows the reader to better assimilate the material and see its application in reality. The book is written taking into account current trends and market needs, which makes it especially valuable for educational institutions and businesses. If you are looking for literature that will help you understand the complex mechanisms of consumer behavior, “Consumer Behavior: A Tutorial for Universities” will be an excellent choice. This is not just a book, but a whole world of knowledge that will open up new horizons in the understanding of the consumer market. In addition, the work of Irina Viktorovna Aleshina may be of interest to those who study such works as Philip Kotler’s “Marketing” or Brian Tracy’s “Psychology of Sales” .. These books also explore consumer behavior, but from different angles, which will allow you to create a more complete understanding of the topic. In conclusion, “Consumer Behavior: A Tutorial for Universities” is not just a textbook, but a real find for everyone who aspires to professional growth in the field of marketing and sales. Immerse yourself in the fascinating world of consumer behavior and discover the secrets of successful customer interaction!