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
"META-ANALYSIS"...........................................................................11
6. WILL THE REAL WORLD CITIZEN PLEASE STAND UP!......13
7. CONSUMER BEHAVIOUR IN GLOBAL MARKETS...................15
8. SYNTHESIS......................................................................................17
9. CONCLUSIONS ...............................................................................20
3
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
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
"META-ANALYSIS"...........................................................................11
6. WILL THE REAL WORLD CITIZEN PLEASE STAND UP!......13
7. CONSUMER BEHAVIOUR IN GLOBAL MARKETS...................15
8. SYNTHESIS......................................................................................17
9. CONCLUSIONS ...............................................................................20
3
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