Global Consumer Culture
“Global Consumer Culture is a beguiling illusion that completely glosses over the hard realities of national, ethnic and religious differences. It is therefore a dangerous fiction for the marketing manager to engage with.” Discuss, with examples.
Introduction
Globalization has made a more variety of products available for all consumers. In this sense, globalization increases differences, rather than generate homogenization (Lee & Usunier, 2009). Moreover, global influences are adapted to local circumstances; therefore, globalization results in an increasingly cultural diversity. The existence of a global consumer culture does not imply the disappearance of differences; rather, the modern culture results in the sum of these differences (Arnett, 2002).
Global consumer culture (GCC) is a new stratum of common culture that superimpose on national cultures (Lee and Usunier, 2009) in the same way in which these overlap local traditions and subcultures existing within national boundaries, given the fact that most countries are already multicultural (Smith, 1991).
Notably, it has been argued that culture is the most influential factor on consumer behaviour (Cleveland and Laroche, 2007); consequently, it is important to define the extent to which a modern global culture determine purchasing decisions, and these insights should inform marketing strategies. Therefore, the question is whether a GCC does exist, in which sense it should be interpreted, and how it does affect national cultures and consumers’ behaviour.
The present essay supports the idea that even if the GCC influences consumers’ behaviours around the world, people are still likely to strongly identify with their own national culture. Yet, they adopt their local system of meanings when interpreting global symbols. Consumers shift between the consumption of local and global products, re-interpreting brands circumstantially and according to their ends (Simmons, 2008). They use consumption as a mean of
Introduction
Globalization has made a more variety of products available for all consumers. In this sense, globalization increases differences, rather than generate homogenization (Lee & Usunier, 2009). Moreover, global influences are adapted to local circumstances; therefore, globalization results in an increasingly cultural diversity. The existence of a global consumer culture does not imply the disappearance of differences; rather, the modern culture results in the sum of these differences (Arnett, 2002).
Global consumer culture (GCC) is a new stratum of common culture that superimpose on national cultures (Lee and Usunier, 2009) in the same way in which these overlap local traditions and subcultures existing within national boundaries, given the fact that most countries are already multicultural (Smith, 1991).
Notably, it has been argued that culture is the most influential factor on consumer behaviour (Cleveland and Laroche, 2007); consequently, it is important to define the extent to which a modern global culture determine purchasing decisions, and these insights should inform marketing strategies. Therefore, the question is whether a GCC does exist, in which sense it should be interpreted, and how it does affect national cultures and consumers’ behaviour.
The present essay supports the idea that even if the GCC influences consumers’ behaviours around the world, people are still likely to strongly identify with their own national culture. Yet, they adopt their local system of meanings when interpreting global symbols. Consumers shift between the consumption of local and global products, re-interpreting brands circumstantially and according to their ends (Simmons, 2008). They use consumption as a mean of
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