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

Consumer Behavior - Research Proposal ExampleWhile scholars like Rallapalli (2008) considered globalization as a blessing for the nodes 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 basal focus of this research will be to analyze the influence of globalization on the demeanor of the customer towards the multinational brands entering into the commercialize.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 modern-day market scenario.The extent of globalization as a theoretical concept and reality is dom inating the outside(a) contrast 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 change 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 onerous to comprehend the developments in the market. In the words of Fornell (2007), globalization is not all for the business houses, it has given immense power to the customers by increasing the transparency in the market place. However, it is kind of evident that despite having a larger market scope, many of the multinational firms are facing it difficult to perform in the new market places. This shows the contradictions in the natur e of the business process and the