Consumer behaviour

Abstract

The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, as well as covering the importance of online consumer behaviour with significant content on how social media and smartphones are changing the way marketers understand consumers. Examine marketing Implications to learn how theoretical concepts are used in practice, and challenge yourself to think about how marketing decisions impact consumers and begin to analyse consumer behaviour with cases featuring extensive Australian and international examples.