Consumer Ethical Beliefs and Personality Traits Free Essay Example, 2500 words

The subject matter of the research has considered two primary themes for the formulation of the study namely, globalization and customer behavior. Both these contexts have been exclusively researched in the past, in respect of their individual significance. Studies relating to globalization have more often focused on the influence on business houses and the economies of the world, whereas, customer behavior has been researched in terms of marketing and customer relationship strategies being implemented by firms. The process of customer decision making, on the other hand, has been mainly studied in respect to the marketing processes of the businesses and the cultural influence on their decisions. Relating the aspect of globalization with customer decision making will help in assessing the influence of the macro-environment on customer behavior. Furthermore, the research can throw light on the response of the customers in relation to the entry of multinational brands in their market p lace and the subsequent changes in the purchase behavior of the customers. The notion of customer behavior is an inherent subject in economical and business segments. The existing researches performed over the years have reflected many theories, models, concepts, and discussions regarding the factors influencing consumer behavior and the process of customer decision making. We will write a custom essay sample on Consumer Ethical Beliefs and Personality Traits or any topic specifically for you Only $17.96 $11.86/page In an economic context, the utility can be further segmented as a total and marginal utility.