The paper 'The Role of Materialism and Religion in the Spread of Global Consumption and Brands" is a perfect example of marketing coursework. Global consumption refers to the mix of different ways, in which different nationalists are able to consume or purchase products and brands. Over time, there has been a rapid change in how consumers consume over time, with the changes in technology, globalization and lifestyle change. The market place today has been turned to a global playground, where global brands, products and symbols have become part of the everyday experience of consumers.
across the globe. This is despite the fact that the consumer’ s reactions and evaluations towards the global changes in demand for products and new brands are not the same. Overview It is evident today that the cultural identity of a consumer would affect his/her perception, judgment and choice offered by the changing global consumer brands and products. It is worth noting that although there is a growing concern for global consumption in this century, little is known about how general a consumer behaviour across is, among the diverse cultures in the world over.
There is a growing trend in the globalization of the trends of marketing activities, which creates a need, to address the issue of whether the existing global marketing framework is universal or is based on the assumptions that are centered on the western cultures. This can be done by examining, the role of cultural orientation in judgment and choice among consumers in the world over today. The changes in global consumption may not have a direct link with the western culture, this is by the fact that people have changed their consumption behaviour across the globe, from purchasing products based on their necessity to people purchasing consumption materials and goods that are in excess of what their basic needs are, this is the basis for materialism.
As much as this move is much more evidenced in the 21st century, the culture of materialism is as old as the first civilizations of ancient Rome. The issue of ‘ consumerism’ cropped up, which referred to the tendency of consumers to strongly identify with a particular product or service they consumed. Brands as Global Signals of Consumption Brands and ‘ brand choice’ has been a major issue that has affected consumption today.
A cross country research has revealed that brands potentially play a significant role in the consumer decision-making process, and the influence is likely to be extended to the choice behavior of consumers. The reason behind the tendency of today’ s consumers, tending to respond to brands is the increase in information and information technology. This is alongside the fact that there may exist consumer uncertainties about the attributes of a product, and or benefit that arises from the imperfect and symmetric information that is a characteristic of many markets.
This makes the brand to play an important role, on how the consumers learn, encode and evaluate the product information. It is easier for a consumer to comparatively looking at the attributes of products on the base of the brands, and consumers in the market being rational beings, who would go for the best at the least cost. Therefore, would go for the best brand at the level they can afford (Lynn & George, 2003).
Aaker, L. & Maheswaran, D. (1997). “The Effect of Cultural Orientation on Persuasion,”
Journal of Consumer Research, 24(3), 315-328.
Appadurai, A (2000), “Disjuncture and Difference in the Global Cultural Economy,” Theory,
Culture and Society, 7(2, 3), 295-310.
Briley, D. (2000), “Reasons as Carriers of Culture: Dynamic versus Dispositional Models of
Cultural Influence on Decision Making,” Journal of Consumer Research, 27(2), 157-178.
Costa, J. (1995), Marketing in a Multicultural World: Ethnicity, Nationalism,and Cultural
Identity, Thousand Oaks, CA: Sage.
Fırat, A. (2007), “Globalization of Fragmentation–AFramework for Understanding
Contemporary Global Markets”, Journal of International Marketing, 5 (2), 77-86.
Harry, C. (2000). Individualism and Collectivism. Boulder, CO: Westview Press.
John, A. & Jadish, N. (1999). TheTheory of Buyer Behavior. New York, NY: Wiley.
Lynn, M. & George, M. (2003), “Consumer Tipping: A Cross-Country Study,” Journal of
Consumer Research, 20(3), 478-489.
Robertson, R. (2005). “Globalization: Time-Space and Homogeneity-Heterogeneity”, London:
Roth, S. (2005). “The Effects of Culture and Socioeconomics on the Performance of Global
Brand Image Strategies,” Journal of Marketing Research, 32 (2), 163-176.
Steenkamp, M. & Hofstede, T. (1999).”A cross-National Investigation into the Individual and
National Cultural Antecedents of Consumer Innovativeness,” Journal of Marketing, 6l, 55-69.
Wind, Y. (2004), “Brand choice.” In National Science foundation (Ed.), Selected Aspects Of
Consumer Behavior: A summary From The Perspective Of Different Disciplines. Washington DC: Directorate for Research Applications.