Consumer Behaviour in Action introduces students to the fundamental concepts of consumer behaviour in a contemporary context. The text provides a balanced approach as it illustrates theory with practical applications and research methods for understanding consumers. Practical examples and case studies provide global, regional and local industry examples. Extended case studies covering topics such as Nike, Cricket Australia, Target, and McDonald's in overseas markets, draw together each part of the book to connect the themes discussed and encourage students to develop a deeper understanding of the material. Research and insights from fields such as psychology, sociology and complex systems are included. The accompanying enriched obook (available free with the paperback) and supplementary digital resources provides superior, ready-to-use support for both students and lecturers.Key FeaturesProvides a thorough analysis of consumer behaviour for the future professional.Provides numerous real world examples of marketing in the Australasian region and practical examples from developed and less developed countries.Features perspectives from a range of industry practitioners at various points in their careers.Features a diverse range of organisations, goods and services and covers the social (positive and negative) impact of consumer behaviour.Includes additional examples and videos in the obook.