| Abstract [eng] |
Relevance of the topic. Nowadays there is high influence of globalization on people everyday life. Even the name of the process represents its power to unite different cultures to one global culture, destroy cultural borders. Due to globalization the boarders for business are also reduced, business became more open, it is easier to get into new markets. That is why consumers now are aware of wide variety of choices, they know and look for global brands, competition among businesses is growing (Jain & Jain, 2013). Companies face the challenge to keep and grow their market share and deserve consumers’ loyalty which is so delicate. Growing globalization stimulates marketers to analize the influence of globalization phenomenon on cunsumer bying and decision making behavior. Researchers have found that both globalization and internalization have direct effect on consumer attitude and behavior. On one hand, globalization means homogenization of consumer needs and requirements for products and services as well as need to learn about other cultures and try their products, increased cosmopolitanism tendency. On the other hand, due to the fear to lose national identity and culture, there is growing ethnocentric tendency, need to support local economy and values (Balabanis, Diamantopoulos, Mueller & Melewar, 2001). |
