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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
International Foundation for Research & Development
2013
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| Online Access: | http://psasir.upm.edu.my/id/eprint/28380/ http://psasir.upm.edu.my/id/eprint/28380/1/Globalization%20and%20consumer%20behavior.pdf |
| _version_ | 1848846101040332800 |
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| author | Nezakati, Hossein Akhoundi, Maryam |
| author_facet | Nezakati, Hossein Akhoundi, Maryam |
| author_sort | Nezakati, Hossein |
| building | UPM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-15T08:57:21Z |
| format | Article |
| id | upm-28380 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T08:57:21Z |
| publishDate | 2013 |
| publisher | International Foundation for Research & Development |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-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/ http://psasir.upm.edu.my/id/eprint/28380/ http://psasir.upm.edu.my/id/eprint/28380/1/Globalization%20and%20consumer%20behavior.pdf |