Essay About Consumer Behavior And Drastic Changes

Globalization And Its Effect On Consumer Behavior
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090246000 Trends in Global Marketing Strategies
Changing dynamics of consumer behavior
due to globalization
Cross-Cultural Consumer Behavior
Rosemarie van Alst, [email protected], 0274505
Susanne Rinn, [email protected], 0274411
Table of contents
2. THE CHANGING DYNAMIC OF CONSUMER BEHAVIOUR:
3. CENTRAL AND PERIPHERAL CONSUMPTION CONTEXTS:
THE UNEVEN GLOBALIZATION OF CONSUMER BEHAVIOR..7
5. THE CHANGING CONSUMER IN THE EUROPEAN UNION: A
6. WILL THE REAL -WORLD CITIZEN PLEASE STAND UP!……13
1. Introduction
Nowadays we have are exposed to a lot of influences. These influences could be parts of
the new IT waves or simply from the fact that the borders from country to country
become ever open. In this context it is one of the main points for the future for companies
to have a look on the behavior of the consumers. In the world many different groups of
consumers exist and companies must have a look on consumers and their behavior.
Global and regional consumer segments such as global or Euro-teenagers, mature
consumers, ecologically concerned consumers, etc. are beginning to emerge. At the same
time, the resurgence of ethnic and nationalist identities has resulted in greater market
fragmentation, and has become an important factor impacting the attitudes and behavior
of specific cultural groupings and customer segments within countries (Douglas & Craig,
1997).
This first paragraph shows a duality in the effect of globalization on consumer behavior.
This is used as a starting point for this paper and a central question that can be asked is:
Is globalization making the world one market or fragmentizing the world even
more?
Our report will start with the summary of our main article about cross-cultural consumer
behavior. In the following there are five summaries of different articles, all somehow
related to our main article. In the synthesis a comparison of the different views of the
articles is made. We concentrated our view on the research of these articles to our main
approach “Changing dynamics of consumer behavior due to globalization”. In the last
chapter we will give some concluding remarks and we present some fields for further
research.
2. The changing dynamic of consumer behaviour: implications for
cross-cultural research
S.P. Douglas & C.S. Craig (1997)
International Journal of research in Marketing 14: p.379-395
Consumer researchers are increasingly exploring and comparing behaviour and
cognitions in diverse national environments. New samples of the consumer behaviour are
formed by the fact that it drastic changes within the political borders and in the spatial
configuration of the sales markets for consumer goods, which are connected with strong
sociological-cultural forces. Barriers between markets moved away through regional
integration, and created larger unified market entities. Consumers are increasingly
exposed to a myriad of diverse influences from beyond their national borders, because the
advances in communications technology are shrinking distances and forgetting links
between markets world wide. Traditional definitions of the unit of analysis used in crosscultural
research need to be critically re-examined in view of the changing consumer
landscape.
There are different changing dynamics of consumer behaviour in the world. In the
following a few are introduced. The first changing dynamic are the massive waves of
migration which are taking place, as consumers from emerging market economies are
moving to industrialized economies. The second one is that consumers are becoming
more mobile and travelling more both for pleasure and business. 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