The impact of globalization on consumer and consumer behaviour

The emerging global consumer culture is affecting international marketing theories and in return, international promotional mix decisions. In Jujen Osterhammel and Niels P. The media mistakenly represents sustainability and the influence it can have on the environment.

how does globalisation affect consumerism

This research proposes a broad study on a great sample for precise, realistic results. Download preview PDF. Levitt, T.

The impact of globalization on consumer and consumer behaviour

Walters, P. Hassan, and Roger D. So it can be concluded that in a relationship among globalization, consumer behavior and marketing strategies for a global consumer-centered marketing, globalization as an independent variable, consumer behavior as a mediating variable, culture, values and so on as moderating variables influence global marketing strategy as a dependent variable which in turn via advertising may affect on consumer behavior. Kreutzer, R. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Global marketing standardization. Rebirth of Local Industry One of the interesting effects of globalization that bodes well for small businesses is the rebirth of local industry, Product labeling that identifies a product's country of origin has heightened consumer awareness of the extent to which foreign-made goods have replaced those made in America. Usunier, J. Rather than culture there may be other causes like consumer value, life style, government regulations and trade policy to hinder the possible phenomena of two-polarity of world economy or empires.

Over the last decades, the influence of the globalization tendency on marketing strategies: standardization and adaptation or customization has dominated this literature and remained a controversial topic for scholars and practitioners.

The GMS: A broad conceptualization of global marketing strategy and its effect on firm performance. On the other hand, the multidimensional effects of globalization on consumer behavior and environments have dramatic consequences for market and marketing strategies. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

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International Marketing policy: A discussion of the standardization construct and its relevance for corporate policy.

Ter-Hofstede, F. Preview Unable to display preview.

Impact of globalization on consumer behaviour ppt

Kolb, B. Recent cross-national consumer empirical studies seem to have left the standardization debate behind; rather, their theoretical justification is in the need to understand the impact of cultural differences on consumer behavior. The younger Indian consumers had significantly higher materialistic values than the older age groups. On the other hand, the multidimensional effects of globalization on consumer behavior and environments have dramatic consequences for market and marketing strategies. International Marketing policy: A discussion of the standardization construct and its relevance for corporate policy. What we onclude from the article is that access should e provided to the customer within a culture. Harvard Business Review, 2, 8. We also e! The fair trade movement is the result; fair trade items are produced by workers who receive larger and fairer compensation for what they produce.

Deviation 3. For the purpose of this preliminary study, two following hypothesis are proposed: H1: There is a significant relationship between consumer behavior homogeneity and marketing strategy standardization.

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Globalization and Its Effect on Consumer Behavior