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Customer behavioural intention has become an important aspect in marketing of brands because favourable behavioural intentions facilitate firms to increase sales, customer referrals and loyalty. The book generally examines how personality traits influence perceived value and behavioural intention of retail brand customers. Specifically, it examines the role of perceived value strategies such as perceived brand, logistic, relationship value strategies and customer sacrifices on behavioral intention of retail brand customers. The book also delves into how customer personality traits influences the relationship between a retail firm¿s customers¿ perceived brand, logistic, relationship value strategies; customer sacrifices and their behavioral intention. The book facilitates retail firms to better understand and deliver perceived value strategies that are desired by customers; secondly, it enhances the understanding and appreciation among retail marketing executives of the important role customer personality traits play in influencing customer intentions to purchase or not to purchase particular brands especially in a highly competitive marketing environment.