Comparison of the behavior of consumers in the world
- Language and Lexicon
- Features of Language
- Language Structure
- Language Processing and Cognitive Psychology
Consumption is not merely an economic function. Consumption, "is not only to purchase products but to buy an identity" (Gabriel Y, Lang T. The Unmanageable Consumer: Contemporary consumption year called Fragmentation, Sage Publications, 1995, p.87). In other words, through their choices, consumers express who they are and who they want to become. In a way, the sphere of commercial activities is what largely defines what we think and do.
Constructing an identity is not an isolated operation. Our identity has constant need to be strengthened and consolidated. Identity is a "still unfinished story that the consumer is always writing" (A. Giddens), and objects of consumption are the essential accessories to this scenario. Compared to the behavior of French consumers, the behavior of the American, Japanese and Chinese customers reflects the complexity of international marketing more clearly.
Indeed, the strength of a company is in the ability to adapt to consumer needs. 'Average' consumers do not exist. Some have a low income and other a high income, some young and others older, some are inquisitive and others focused on themselves. In fact, many consumers verify the "made in" label before buying clothes, a car, or even grapes on the market. The source of the products seems to enter directly into the process of product selection.
Today, there is a globalization of information, a mix of cultures and a rapidly increasing frequency of trade. May we expect a globalization of consumer behavior? Is there a global consumer? How can we define the behavior of American, French, Japanese and Chinese consumers? We will try to answer these questions by first presenting the different stages of globalization, and then presenting the effects of international marketing on consumer behavior. We will then explain the new phenomenon of globalization, and finally present and define the different behaviors of consumers worldwide.
Globalization of the economy: An initial boom in international trade: the boom from the late nineteenth century until 1913. During this period, there is a clear domination of France and England. Indeed these two countries experienced the industrial revolution; the latter has provided the means of transport to promote trade. At that time the Europeans mainly export manufactured goods to other economies but also between them. However this momentum will gradually fade.
From the First World War and until 1945, a decline of Europe appears. European states apply specific tariffs.
Undoubtedly the most significant period ranges from postwar to the present. International trade has increased dramatically during this period. The United States in exchange for the opening of European borders and the establishment of U.S. subsidiaries provide financial assistance for the reconstruction of Europe under the Marshall Plan is underway. In fact, we have a record level during the period of the war boom with economic growth of around8% per annum. Moreover, the share of manufactured goods increased dramatically in total exports by value.
These are the countries that continue to dominate international trade. Thus over 50% of world trade takes place between industrialized countries. Besides, they represent over 70% of world exports. In other words we have no real balance, even if there is an emergence of a few countries (Asian countries: China, newly industrialized countries).
Tags: consumers, consumer behavior patterns, comparison of consumer behavior patterns world over