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, 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
"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 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.

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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...
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