Consumer Behavior Research Proposal Example | Topics and Well Written Essays - 2500 words

Consumer Behavior - Research Proposal Example While scholars like Rallapalli (2008) considered globalization as a blessing for the customers considering the increase in the number of options for decision making, Weinberg & Gottwald (2006) stated that the traditional buyer-seller relationship is changing because of globalization. Considering these sentiments, the primary focus of this research will be to analyze the influence of globalization on the behavior of the customer towards the multinational brands entering into the market. The aim of the research is to assess the influence of globalization on the customer behavior in respect to the multinational brands. The researcher also intends to evaluate the changes brought in the buying process of the customers as a result of globalization and identify the factors that are influencing the decision making process of the customers in the contemporary market scenario. The extent of globalization as a theoretical concept and reality is dominating the international business place. The concept of developing a unified market place for sustainable growth of the business houses and their customer base has taken a new shape, as the strategic aims of the business houses have altered from profit earning to accumulating customer base. On the other hand, the reaction of the customers towards the changes in the market place is mixed in nature. While some groups of customers are considering globalization to be one of the most advantageous alternations in market structure, others are finding it difficult to comprehend the developments in the market. In the words of Fornell (2007), globalization is not only for the business houses, it has given immense power to the customers by increasing the transparency in the market place. However, it is quite evident that despite having a larger market scope, many of the multinational firms are facing it difficult to perfor m in the new market places. This shows the contradictions in the nature of the business process and the