Consumer behaviour and marketing - Essay Example

Download file to see previous pages Generally, marketing to such a consumer base has to be made depending upon certain strategies. However, in an era of globalisation, serving consumers worldwide is what most marketers and producers have to do. Global consumer culture hence implies, the expansion of businesses and organisations all over the world in order to serve people belonging to different cultural backgrounds (Arnould, 2009, p. 3). Such a strategy involves a huge research to study the innate characteristics of consumers and this is where the importance of the present research lies. Outline In this era of globalisation, the concept ‘Global Consumer Culture’ has its own significance. It would not be wrong to say that the multinational organisations have to invest money as well as time to frame up strategies for each of their destination countries. Global consumer culture is a relief for them to let them think the world as a global village and a single market. However, evidences show there are a number of obstacles resisting the spread of this concept. The segment ‘Global Consumer Culture: The Limitations of the Concept’ has discussed these points taking reference from books and journals. At the end, a conclusion has been inferred from the discussion and analysis, carried in the earlier segments. The analysis and evaluation section is primarily associated with the different kinds of consumers that the marketers have to deal with and the strategies that they adopt to handle each according to their cultural backgrounds. Global Consumer Culture: The Limitations of the Concept “Consumer culture can be defined as a social arrangement in which the relations between the [lived cultural experience of everyday life] and social resources, between meaningful [valued] ways of life and the symbolic and material resources on which they depend, is mediated through markets” (University of Wyoming, n.d., p.1). Consumer culture is a system, in which the behaviours found in the consumption process and in all times and places it is dominated by the consumption of commercial products. This also enables the transmission of existing cultural values, norms and habitual ways of doing things from generation to generation. The consumer behaviour is largely influenced by the free personal choice in the private arena of daily lives. In this modern era, the consumer culture is no longer governed by tradition rather it is more influenced by instability in the economy. Globalisation culture positioning is a strategy, used to cover various consumer segments emerging with the global consumer culture (Warren, 2009). As the globalisation has spread its wings; companies do not bother to cross the boundaries of the countries. In such a case, global consumer culture is driven by the expansion of the organisations and its marketing principles across the globe. In theoretical terms, global culture can be described as the process wherein the global consumers would be united in way to make this world as a single market place. As per Belk, introduction of global culture would lead to homogenisation of global consumption. Global consumer culture facilitates the same consumption behaviour of the consumers, which means that consumers in every corner would have the opportunity to eat the same food items, wear the same fashionable clothes, drive the same types of cars, watch the same television programs, stay ...Download file to see next pagesRead More