Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)

This research aims to explore consumer behavior and their responses to possible effects of globalization, resulting in adopting different global marketing strategies in an Asian country particularly Malaysia which is so different of European ones, especially, in terms of cultural aspects. Homogenei...

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Main Authors: Nezakati, Hossein, Akhoundi, Maryam
Format: Article
Language:English
Published: International Foundation for Research & Development 2013
Online Access:http://psasir.upm.edu.my/id/eprint/28380/1/Globalization%20and%20consumer%20behavior.pdf
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author Nezakati, Hossein
Akhoundi, Maryam
author_facet Nezakati, Hossein
Akhoundi, Maryam
author_sort Nezakati, Hossein
collection UPM
description This research aims to explore consumer behavior and their responses to possible effects of globalization, resulting in adopting different global marketing strategies in an Asian country particularly Malaysia which is so different of European ones, especially, in terms of cultural aspects. Homogeneity and heterogeneity in consumer behavior are the main approaches of this research. Rather than causes hindering the possible phenomena of two-polarity of world economy or empires, to find out companies global marketing strategies are the research objectives. So, this research examines data collected through, respectively, qualitative and quantitative methods and addresses companies’ marketers and consumers. However, due to innumerous affecting variables and multidimensional nature of globalization, at this point of study there is no absolute evidence to show results but the theoretical assumptions on companies’ tendency toward standardization or customization strategies.
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spelling upm.eprints-283802015-12-07T08:22:49Z http://psasir.upm.edu.my/id/eprint/28380/ Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study) Nezakati, Hossein Akhoundi, Maryam This research aims to explore consumer behavior and their responses to possible effects of globalization, resulting in adopting different global marketing strategies in an Asian country particularly Malaysia which is so different of European ones, especially, in terms of cultural aspects. Homogeneity and heterogeneity in consumer behavior are the main approaches of this research. Rather than causes hindering the possible phenomena of two-polarity of world economy or empires, to find out companies global marketing strategies are the research objectives. So, this research examines data collected through, respectively, qualitative and quantitative methods and addresses companies’ marketers and consumers. However, due to innumerous affecting variables and multidimensional nature of globalization, at this point of study there is no absolute evidence to show results but the theoretical assumptions on companies’ tendency toward standardization or customization strategies. International Foundation for Research & Development 2013-01 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/28380/1/Globalization%20and%20consumer%20behavior.pdf Nezakati, Hossein and Akhoundi, Maryam (2013) Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study). Journal of Social and Development Sciences, 4 (1). pp. 1-5. ISSN 2221-1152 http://www.ifrnd.org/ResearchPapers.aspx?VolumeID=67
spellingShingle Nezakati, Hossein
Akhoundi, Maryam
Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)
title Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)
title_full Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)
title_fullStr Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)
title_full_unstemmed Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)
title_short Globalization and consumer behavior: global marketing strategies implication - homogeneity and heterogeneity (Preliminary Study)
title_sort globalization and consumer behavior global marketing strategies implication homogeneity and heterogeneity preliminary study
url http://psasir.upm.edu.my/id/eprint/28380/1/Globalization%20and%20consumer%20behavior.pdf
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AT akhoundimaryam globalizationandconsumerbehaviorglobalmarketingstrategiesimplicationhomogeneityandheterogeneitypreliminarystudy