Globalization and Its Effect on Consumer Behavior

5974 Words Nov 29th, 2006 24 Pages
090246000 Trends in Global Marketing Strategies
Changing dynamics of consumer behavior due to globalization
Cross-Cultural Consumer Behavior
Rosemarie van Alst, vanaalst@lut.fi, 0274505
Susanne Rinn, rinn@lut.fi, 0274411
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Table of contents
1. INTRODUCTION...............................................................................3
2. THE CHANGING DYNAMIC OF CONSUMER BEHAVIOUR:
IMPLICATIONS FOR CROSS-CULTURAL RESEARCH..................4
3. CENTRAL AND PERIPHERAL CONSUMPTION CONTEXTS:
THE UNEVEN GLOBALIZATION OF CONSUMER BEHAVIOR.....7
4. GLOBALIZATION AND RELUCTANT BUYERS...........................9
5. THE CHANGING CONSUMER IN THE EUROPEAN UNION: A
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One of the results of this changing dynamic is that the consumers are becoming exposed to the products, lifestyles and behaviour patterns of consumers in other countries. There are some reasons, for example that barriers come down (European Union) and consumers and goods move freely across national boundaries. Firms gradually alter traditional patterns of behaviour, by introducing new products, services and ideas into the global market place. As a result countries or cultures can no longer be viewed in isolation as a set of separate entities, characterized by their own distinctive value-systems, traits and customs.
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In the 60s and 70s the first studies (cross-cultural consumer research) emerged, which examine the consumer behaviour in the different countries. Studies were primarily descriptive and lacked any strong conceptual framework to interpret findings and make inferences about observed ‘similarities' or ‘differences' in behaviour in different countries. One wanted to examine whether similar consumption samples and behaviour in similar demographic and sociological-cultural groups in the different natio nal cultures exist. A number of studies have focused on examining the universality of consumer models in different countries and cultural contexts. This is one of the key themes in cross-cultural psychology. Another stream of research focuses on comparing similarities
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