One of the most important after-effects of globalization is the influence it has caused to base the consumer choice on the materials being provided to them rather than an understanding of their buying requirements. This is notwithstanding the ongoing debate on theoretical explanations given on modern consumer behavior (Merz et al. 2008). But from the experiences gained on the market behavior during the 21st century, the pervasive market performance has covered every material in the market place. This is obvious from the ways the brand building has been followed in various products like segregating the consumers considering their age and also their cultural influence.
Exclusive adult products or products for curly-haired are the symbols of such market delineation to enhance consumer acceptability and thus leading to the burgeoning their business (Naim et al. 2008). At the same time, the market-based economy has failed to eliminate a large number of beliefs and customs. The fears arising from the religious beliefs are never offset even by the well planned and creative intervention in the market (Slater, 1997). Also, the impact of the culture of the dictating market principles has also not been fully justified.
The dominant component among all the existing market forces in a typical scenario would probably be an elite population whose options usually dominate the market. The majority of the mass is less influential in the market economics as they are found to undertake the actions that are most necessary for them as it would be a high fantasy for this group of the population in the regions to opt for any luxurious mode of lifestyles. Thus the basic understanding has been those who fail to get what they require embraces the scarcity while those who have the ability to procure all they need tend to move to the extent of highly disordered consumption styles. ..Thus the evidence has been given to come to a conclusion on the effect of culture on consumer behavior.
Most of the studies or research have focussed on the effect of consumer tendencies on a static population level.
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