In the era of globalization, there is a tendency towards global products and a global consumer indifferent to cultural variations and a country of origin. Critics (Foxall et al 1998) state that mass society and globalization transforms traditional tastes and preferences of consumers, and eliminates the impact of cultural factors and values on consumer decisions and satisfaction. The controversy is that there is no an ideal global product appealing to all consumers in spite of their culture and social background (Chaudhuru 2006; Mariampolski, 2005). Ever if people consume global products and goods, their choices and decisions are culturally and social determined influenced by personal values and cultural traditions.
Position statement: In spite of global transformations and global market changes, consumer's satisfaction and decisions are culturally determined and influenced by cultural traditions and product preferences of a particular geographic region.
It is well known fact that globalization transforms consumer culture and changes customers preferences. Customers just acquire associations between the use of the product and pleasant consequences, develop good feelings about the product, and develop desires for the product, and as these various effects interact in complex ways. This basic a temporal and unidirectional model linking the stimulus situation to behavior is elaborated by a consideration of the feedback effects of behavior, and the variations in the model that can occur over the product life cycle (Foxall et al 1998). Perception, cognition and persuasion, motivations and emotions are determined by the product itself and its benefits rather than social and cultural background of a customer. For instance, such critics as Ritzer (2001) and La Feber (2002) argue that a traditional Japanese dish 'sushi' is also a part of globalization processes and cultural expansion. "McDonald's is not always enamored of this proliferation. Take the case of We Be Sushi, a San Francisco chain with a half dozen outlets" (Ritzer 13). This example portrays that global corporations bring modern way of life and the most unique cultural traditions of the countries rather then American way of life.
On the other hand, consumers do not exist in isolation from social and cultural norms and values and subconsciously influenced by century old traditions and values. More generally, cultural context has been demonstrated to affect individuals' beliefs about common objects. Consumers cannot neglect influence of their culture because culture is generally considered to involve learned, rather than innate, distinctions (Mariampolski, 2005). Therefore, in a sense, all of the effects of the cultural context might be seen as occurring as a result of social learning. In addition, it should be noted that the cultural differences in exposure to televisions and newspapers might determine the likelihood of the consumer being subjected to observational learning procedures, as well as the classical conditioning of emotional responses, and the acquisition of secondary motives.