Globalization and Its Effect on Consumer Behavior

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 2 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†¦show more content†¦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. 5 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 andShow MoreRelatedWhat Can Raise Awareness Of Sustainable Consumption Of Textiles For College Students1637 Words   |  7 PagesIntroduction: Many consumers aren’t educated on the importance of sustainability of clothing and textiles. The media mistakenly represents sustainability and the influence it can have on the environment. This research paper will attempt to address the question of what could raise awareness of sustainable consumption of textiles for college students. Consumers should all be aware of how they can conserve the environment by preserving clothing which is a concept that many people have not acknowledgedRead MoreGlobalization And The Speed Of Globalization1726 Words   |  7 PagesThere has been acceleration in the speed of globalization in current years. 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