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| Author: | Mooij, M. de |
| Title: | Consumer Behaviour Not Converging Across Countries |
| Journal: | Economic Trends
2002 : 3, p. 34-39 |
| Index terms: | ECONOMICS CONSUMERS CONSUMER BEHAVIOUR ADVERTISING INTERNATIONAL ORGANIZATIONS |
| Language: | eng |
| Abstract: | The author of the article states that the core question in international marketing and advertising is whether consumers across countries will become the same or remain different international companies have tended to believe in convergence of consumer behavior. Now Coca-Cola Company and many other global companies have, however, ended up in changing their standardized approach into one of local sensitivity. Consumer behavior across countries may not be as similar as has been thought. The author also states that global advertising, however, does not appeal to universal values, because there are no universal values. |
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