The PIM’s latest publication, the new, third edition of ‘Profiling the Sri Lankan Consumer’, while answering what Consumer Profiling is, figures out the facets of and different classes to which the Sri Lankan Consumer belongs. The book assembles a database of consumer shopping habits, life styles, motivations, preferences, demographics, and psychographics. In fact, it sheds light on the emerging profile the Sri Lankan consumer. This helps to better understand the consumer in an  increasingly complex market setting that has been evolving particularly since the late 1970’s. Indeed, changing  demographics, on the one hand, and seemingly irreversible changes in the socio-cultural landscape of the country, on the other, bring forth a “new consumer”, whom marketers must readily recognize in their attempt to pursue a customer orientation, the essential forerunner to business strategy making.
The book contains the following chapters:

1. Introduction
2. Composite Man
3. Economic Man
4. Social Man
5. Cultural Man
6. Conclusion