This book comes at a time when the Arab library suffers from a severe and obvious lack of books dealing with important marketing topics, as there is no book on the subject of consumer behavior in the Arabic language, let alone a book that takes a coherent, comprehensive and modern perspective, in addition to this, the book in your hands brings us closer to the scientific aspects in an interesting style and adds valuable dimensions, such as: Considering the applied and practical aspects in addition to being a treasure trove of studies related to the Saudi environment and enterprises and related to the Saudi consumer.