Globalization and Reluctant Buyers

Globalization and reluctant bargainers- A study on consumer demeanor in Visakhapatnam [pic] Submitted By Group- 4 MBA (F) Section A Gitam Institute of Management Globalization and Reluctant Buyers spot Words: International Marketing, Globalization, Age Group, Consumer Behavior, Abstract This study attempted to empirically test a debatable hypothesis that globalization has an piece on the consumer buying behavior and consumer aw arness across the mixed age and income groups in Visakhapatnam, in terms of choosing local or a foreign brand. Samples from various age groups ranging from fifteen years to fifty years were collected. The findings indicated that, in the various age and income groups, consumer ethnocentrism plays a mediating role between global openness and the reluctance to buy, although it is on the decrease with the increasing level of global openness. Consumer ethnocentrism is still an crucial factor in determining the magnitude of reluctance to buy a foreign product in all samples, term product judgment also plays an important role.

It is concluded, therefore, that consumers in a different income and age group, who are different in their attitudes and perceptions, tastes and preferences, and values, are still different even after being open to the massive wave of globalization. Introduction The notion that global thinking would piecemeal break the wall of economic nationalism and chauvinism (e.g., Levitt, 1983) seems to be no longer taken for granted. There have been previse arguments that it is dangerous to assume that consumers are as well globalizing as companies, and that there is neo-nationalism that resists the globalism in buying behaviors (Belk,1996; Keillor and Hult, 1999; Schütte and Ciarlante, 1998; Thomas, 1991). Schütte and Ciarlante(1998) argue that globalization leave alone not obliterate cultural differences and standardize consumer behavior approximately the globe. The current literature has yet to address how... If you want to extend a full essay, order it on our website: Orderessay

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