Abstract

This research paper aims to investigate deeply into the question of how globalization is changing consumption patterns and Consumer behaviour in particular. Is globalization inevitable & do it serves the interests of all in the society? Globalization is definitely having a deep impact on consumer’s choices worldwide as brand identity is playing an important role in defining an individual’s identity and social status. Globalization’s impact is unequal worldwide as still developing nations find it hard to assert them-selves vis-à-vis developed countries on the global platform. Globalisation has definitely increased the living standard of people as there are more choices available in the market. We need a cultural shift in our society and its values as globalization is not just about trading goods and services. It is also about sharing of values and cultures across the world. Ex- Yoga’s popularity worldwide is due to globalization of spiritual well-being of India. A product’s brand identity in a sense depicts an individual’s social status in the society and a little about his self and collective identity as for ex- During Diwali in India, all media groups and social activists urge the consumers to buy Indian based products and not Chinese based ones as buying indigenous products will add to the income of its own people and will boost nationalism among the masses. Therefore, consumer behaviour is affected by many factors and is determined by what kind of product a consumer needs, the level of involvement and the differences that exist within brands. Consumer behaviour is really critical and interesting to understand as analysing consumer behaviour can help businesses and firms in influencing purchasing habits of consumers.

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