A Study on The Influence of Globalization on the Consumer Behaviour

Abstract

This study explores the impact of globalization on consumer behavior, examining how increased interconnectedness and cultural exchange have transformed purchasing patterns, preferences, and decision making processes across different markets. Globalization has led to greater exposure to international brands, diverse product choices, and new consumption trends, influencing consumers' attitudes and expectations. The research analyzes the shift from traditional, local consumption habits to more globalized buying behavior, highlighting factors such as cultural assimilation, technology adoption, and the rise of digital marketing. The study also addresses challenges faced by businesses in adapting to these changes and the implications for marketing strategies in a global economy. Overall, this research provides insights into the dynamic relationship between globalization and consumer behavior, offering valuable perspectives for marketers, policymakers, and scholars.