Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as social function but if Arrow's possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. This book will serve useful purpose by providing a basis for economic evaluation of Marketing Research. Contents: Understanding Consumer Behaviour; Marketing of Indigenous Products; Social Responsibility in Marketing; Social Entrepreneurship; Demand Forecasting; Profit Maximization; Pursuing Product Differentiation and Cost Leadership Strategies; Strategic Management in Hospitality Sector; Customer Relationship Management.