Consumer behavior on international market

Smyczek, Sławomir

Consumer behavior on international market

Abstract

Issues of consumer behavior not only present an interesting theoretical subject, but also constitute a very important element of practical considerations of the international marketing. In the economy undergoing processes of globalization, it is getting increasingly important to recognize the decision- making processes, to define roles of different household members and to learn about conditions underlying these processes. Finding the answer to questions about consumer need hierarchy and consumer selection criteria on the market will allow for formulation of conclusions about consumer future behavior, even in times of great economic turmoil. Consumer behavior, especially analyzed from an international and a global perspective, appears to be a very complex and varied category. The research into consumer behavior constitutes a multi-faceted and multi-dimensional process, which makes it impossible for researchers to describe all consumer behavior issues in one single research event. This, however, should not prevent scientists from making attempts at a detailed description of selected issues. The collection of such research results will contribute to better knowledge about the consumer and to adaptation of market offers to consumer needs and expectations in the international market. Globalization processes provide the basis for developing consumer behavior knowledge to inform decisions made by companies operating in the international market. One can venture a thesis that international consumer behavior studies are gaining more importance as international and global consumer behavior concepts develop. The expansion of business operations beyond the domestic market entails making decisions that carry a greater risk compared to routine decisions in the home market. The decision-making environment of international business can be extremely different from the one in the domestic market. Hence, international decisions need to be supported with much more information about the differences of consumer needs, decisions and behaviors on international market. This book aims to present influence of globalization and internationalization of companies activities on consumers behavior. It shows benefits as well as threats for consumers of contemporary global market. The asset of this book is to show a large diversity of consumers based on their culture and other environmental conditions. The entire publication is divided into four parts, which include several chapters. Part one provides an introduction to the topic and definition of consumer behavior on international market. First chapter presents stages in consumer decision-making process, roles of a consumer in this process and finally different types of consumer market decisions. In chapter two segmentation of consumer on international market was described, including criteria and methods. Third chapter shows the difference in consumer behavior which result in the culture origin and level of country’s living development. Part two is dedicated to an international research on consumer behavior. Chapter four provides an insights into relevant methods of consumer behavior research and present stages in process of international consumer behavior research. In chapter five secondary sources of information about consumers and their consumption were presented. Problems of equivalent were also strongly discussed in this chapter. Last chapter in this part introduces methods and tools used in primary research of consumer behavior on international market. The third part of this book is focused on determinants of consumer behavior. Particularly, chapter seven analyzes internal and external economic factors influencing consumer decisions on market. Chapter eight and nine are focusing on cultural, social and demographic determinants. Finally, in chapter ten different psychological influences were discussed. Part four, which concludes the book, is dedicated to practical issues concerning consumer behavior in international environment. Chapter eleven presents effects of consumer decisions on the market, i.e. consumer loyalty and dissonance. Chapter twelve provides an insight into a problem of protection consumers rights on market and different models adopted on world. In the last chapter an attempt has been made to indicate new trends in consumer behavior on international market. Overall, author’s intention is to combine the latest theoretical concepts with up-to-date examples of consumer behavior from different markets and cultures. To create the book useful for students studying at International Business, Psychological Economy, as well as Marketing and Management courses, tasks were added for individuals and groups solved in activity table. The book does not cover all the important problems and issues of consumption and consumer behavior on the international market. It allows, however, prepares them as full identification, presenting the importance and role that consumers on contemporary global market.