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. ...Show more