Effect of globalization on buyer behaviour based on Ciucas beer

This research project explores the effect of globalization on buyer behaviour using Ciucas beer as a case study. It examines the strategies employed by businesses to enter emerging markets and the challenges they face in selecting these strategies. The impact of consumer perception on expansion options in international markets is also analyzed.

Research Project

Table of Contents
Title “Effect of globalization on buyer behaviour based on Ciucas beer.”.....................................3
Introduction......................................................................................................................................3
Literature review..............................................................................................................................5
Methodology justification................................................................................................................8
Methodology Explanation ...............................................................................................................9
Results ...........................................................................................................................................12
Recommendation...........................................................................................................................19
CONCLUSION..............................................................................................................................21
Reflection......................................................................................................................................22
REFERENCE.................................................................................................................................24

Title “Effect of globalization on buyer behaviour based on Ciucas beer.”
Introduction
Globalization is a process which is related with interdependence & interconnectedness
taking place across world. This includes different aspects such as transfer & exchange of goods,
services and capital across boundaries. This also includes expansion, technological developments
and services across various countries (Magezi, 2016). Companies are providing satisfaction to
their customers so that they are able to have a strong base of customers. This is related with
growth and expansion of business and services across various countries. This is helpful for all
organisation as they are willing to achieve a strong base of customers. Globalisation is a process
which deals with how organisation is willing to expand themselves across boundaries of their
host country.
Globalisation requires a huge investment in financial terms and other resources prevailing
with the organisation, so that there is development of corporations so that they can operate in
multinational terms. Companies are willing to make use of updated technology is that they are
able to ensure effectiveness in their overall operations and functions. Technological
advancements are also related with business willing to achieve success. Strategies help a
company in emerging in market. Strategies such as exporting, licensing and joint venture have to
be adopted so that they can expand themselves in a market.
Present research report is laying emphasis on various strategies which business adopt os
that they can grow and expand themselves across cross boundaries. Globalisation is a basic key
which is helping in entering into various markets of countries. This report is having focus on
Globalisation and its meaning for companies (Wright, 2016). There are various challenges
which are faced by business in selection of strategies which is further explained in this report.
Study is based on Ciucas beer company. This company is having its presence in Romania and is
established in the year 1892. this is most popular beer in Romania.

Aim
"To identify the strategies to be employed by businesses to enter into an emerging market by
considering consumer's perception: A study on Ciucas beer company."
Objectives
 To understand the meaning of globalization in context of entry modes.
 To identify different strategies related to consumer perception for organizations to get
enter into emerging market.
 To access different challenges faced by a company in selection of strategies into
emerging market.
 To recommend some suggestions of appropriate strategies to enter into emerging market. To identify different ways to improve consumer perception in respect to entry of
international companies.
Research questions
 What are the key challenges that are faced by Ciucas beer company related to consumer
perception while selecting strategies to enter into emerging market?
 What is the impact of consumer perception on expansion options in International market?
Rationale
This reports is prepared so that various outcome can be generated which can help a
business in entering various markets (Olimpia and Stela, 2017). Reason for this research is to
attain knowledge related to strategies which have been adopted by business in entering a
particular market. This report is very helpful in understanding how business are boosting their
growth in dynamic environment. Another major reason is related with Interest of researcher to
attain various objectives which have been formed in beginning of this research work.
Time Scale
Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Choice of
topic for
research
establishin
g aim and
objectives

Writing
Literature
review
Collection
of
informatio
n
Data
analysis
Drawing
conclusion
Edition as
per
feedback
received
Final
submissio
n
Literature review
Theme: Comprehend the meaning of globalization regarding entry modes.
According to the (Cleveland, Laroche, and Papadopoulos, 2015), Globalisation is a
process of integration among companies, people & government which are residing in different
countries. International investment and growth is related with globalisation which is taking place
across countries. There is a effect on culture, environment & political system of various
countries. This is also related with economic development & prosperity which is affected by this
process.
According to view point of (Colás, 2016) Globalisation is laying focus on increasing of
trade and lowering down of process of various products as there are cost advantage which are
experienced because of this process. Globalisation is a process which is also helping in

enhancement of present technology in a particular country. It also posses a impact on
productivity and wage related policies of organisations. Globalisation is a continuous process
which is related with how a particular organisation is able to enter a market independently and
make use of benefits and opportunities prevailing in that particular market. With the changing
scenario it has become more imperative or companies that they are adopting polices related to
globalisation in a m ore appropriate manner.
According to (Olimpia, and Stela, 2017), Globalisation consists of some social,
economic and political changes. Globalisation is accelerating various commodities and new
innovation across boundaries. Companies can enhance their operations globally which can help
in operations taking place globally. Investment is made by companies which help them in
adopting expansion policies. They face various social & economic challenges while they are
willing to enter a new market of a new country. Expenses done on various customer services is
also lowered down by companies with the help of process of globalisation. Another element
which is related with Globalisation is that there is free movement of labour between countries,
which helps in reducing the problem of unemployment in various countries. Many developing
countries are facing issues which are related with unemployment such problems can be solved
with help of process of globalisation.
Theme: Identification of different strategies for organization to enter into emerging market
from view point of consumers.
According to (Bengtsson and Östman, 2016), there are many different strategies which
are used by companies while they are willing to enter market. Most popular strategy is exporting
of products. This is related with how Companies are able to expand themselves across overseas.
Exporting is a tool which helps companies in growing as this is less expensive and also involves
low risk. This is also related with how organisations are able to manage their business. Many
times they face difficulty and this leads to loosing down of control on their business as there are
many different types of trade policies which they have to adhere to with regards to different
countries in which they are willing to expand themselves.
In view point of (Gammeltoft-Hansen and Vedsted-Hansen, 2016), joint venture is
another type of strategy which can be adopted by business to enter into international markets.
This is a type of partnership in which mostly there is involvement of any third party who is

managing company. Joint venture is very helpful in enabling of sharing of risks by companies.
This is related with business having partnership with other companies.
In view points of (Knight, 2015), Licensing is also one of methods which can be adopted
by companies in which they can use it as a tool to enter a global market. In this method company
in one country permits another company to use their trademark, manufacturing and other
processing. Licensing is also one of the best ways, so that risk with foreign operations can be
reduced as there is lot of competition as many time licensees become competitors and then it
become difficult to attain competitive advantage for them.
Theme: Challenges face by companies in the selection of strategies into emerging market
According to views of (Lingard and Lewis, 201) Companies are facing challenges
regarding selection of strategies in emerging markets. There are many strategies which are
available for a company and this helps them in facilitation of their business. Companies are
facing challenges regarding which strategy is best and can be implemented in their business. The
total amount of finance which is available with a company decides most appropriate strategy
which has to be adopted and how it can benefit them in long run. This is a element which posses
affect on overall decision making in a organisation. There are many barriers such as difficulty in
global market with regards to cultural differentiation as many times employees are not able to
successfully manage their professional and personal life while they are working in a company
which is planning for expansion in other markets. It is imperative for companies that they have to
identify various employees so that they are mobile enough to adapt to various changes taking
place in emerging markets and adopting them in a positive way. It is very essential that there is
presence of such employees in a company who can spread positivity in whole organisation. This
is also related with movement of a organisation towards a new country and how positively it can
posses a impact on its employees and functioning of the particular organisation. This can help in
minimization of various challenges which organisations have while they are willing to adopt
globalisation.
Theme: Impact of consumer perception on expansion options in International market.
In accordance with view points of (Potrafke, 2015) it is very necessary for a company to
make analysis on perception of consumer before they are willing to enter a new market
especially a market which is cross border or located internationally. If a organisation is having

very strong brand image then it will be very effective for them as they will be having a already
established positive image for their target customers. Many strategic tools such as joint venture,
merger and acquisition is very helpful in entering into a new market and minimization of cost &
risk involved in a new market. However, (Mandaville and Williams, 2015) has argued that a
organisation can enter a new market in a independent manner.
Perception of consumers is affected by market and organisation can improve the
perception of their consumers for their products by focusing on certain very essential factors
such as quality, pricing, branding and better packaging. All this is very helpful in having a
positive and strong impact on minds of customers. This will be very helpful in establishment if a
strong image in international markets by a organisation.
Methodology justification
This report is based on usage of quantitative form of data as both qualitative and
quantitative form of data is used in this particular report. This will help in achievement of
various objectives which have been set by the researcher in this report. Primary method is
selected for collecting the data based on questionnaire in which analysis has to be made by
researcher for drawing of various outcomes (Tendera, 2015). This is very helpful in collecting
authentic data . Secondary form of data is collected by researcher from various sources such as
articles, magazines, newspapers and various online sources. All this helps researcher in having
information which cannot be collected from primary data collection method. Further quantitative
form of data is collected by researcher in form of response of respondents given by them which
is helping in making a analysis which is very necessary for drawing outcomes of which are more
reliable.

Methodology Explanation
In order to conduct present research in effective manner investigator have made use of
primary data collection technique that is questionnaire for gathering detailed manner in effective
manner. The methodological section includes few elements which are explained as below in
detailed manner. All of these terms are explained as below:
Access: Here, investigator will access to the customers with by using various mediums
like phone calls, email, chat bots, twitter, live chat and many others. From this, it can be said that
investigator can easily obtain information from the customers in order to know their perception
towards the company. This method will directly provide support in gathering maximum
information within less period of time.
Sampling: Sampling refers to the method used by investigator to select separate part
from the total population. Sampling methods are mainly of two types that is probability and non
probability sampling. In the current research investigator have made use of probability method of
sampling in which each and every individual of total population gets equivalent opportunity to
get selected effectively. With respect to the current research, total 50 respondents have been
selected by investigator by making use of probability method. In this method, total 50
respondents will going to selected from the sample population that is the customers of this
company. These people were chosen with the usage of probability method of sampling as it
provides equivalent chance to every employee to become the part of research and provide the
information which will contribute in drawing valid outcome for research.
Primary data collection instrument: In the current investigation researcher have used
questionnaire as the primary data collection instrument so that they can effectively gather
required information from the respondents in rightful manner (Hajisoteriou, and Angelides,
2016). All of the questions developed in questionnaire are directly and indirectly related to the
Literature review section. This simply states that what so ever result developed from
questionnaire is some how related to the Literature review section that is directly supportive for
them in obtaining valid output towards the same with the inclusion of many perceptions in it.
Data collection administration: It is the collection of first hand as well as original data
by a researcher. It can be collected by various methods that is surveys, focus groups, Delphi
technique, interview, questionnaire and many more. Most of the researchers personally conduct
primary research in order to meet with the specification of particular research and to meet the

quality standards. In this report, Questionnaire is uses as a primary tool for data collection. This
consist of a series of question which is being developed to address research problems. The
question which is asked is close ended which is answered by customers as per their experience as
well as knowledge. This method of data collection provides a brief understanding about a
particular topic as it considers the information which is gain from the whole population. Also the
overall process of the survey that is questionnaire will be administrated by researcher as well as
his team members which will contribute in drawing valid outcome on the the research topic that
is “To identify the strategies to be employed by Ciucas beer company to enter into an emerging
market by considering consumer's perception” Here, the main focus of investigator is to
determine perception of customers that why they have chosen this company. In addition to this,
questionnaire allows respondents to take time and then answer it as it is easy & convenient for
them. This method is beneficial because it considers large sample which more reliable and leads
to accuracy of data.
Data analysis approach: In the current investigation, researcher have made use of
quantitative approach for analysing gathered information in detailed manner. It is basically a
method which is used by researchers to collect data which is numerical and support evidences.
Quantitative approach emphasise on numbers rather than observations as well as experiences. It
is highly structured in nature and the data which is collected is easily measured. It is of four
types that is correlation, experimental, descriptive & quasi experimental as well The main motive
is to get an detailed insight about research topic (Zajda 2015). In the present report, quantitative
approach is used because it determines and evaluate a relationship among a dependent &
independent variable. With this, adoption of this approach facilitates accurate results and greater
objectivity.
Ethical issues relevant to the research:
Ethics plays an essential role in the growth of every research. Compliance with the
ethical norms is highly important for the present research as it states that all norms related to the
research are followed by investigator and they have not ignored any of the essential thing related
to it. In this investigator mainly focuses on conducting their research in adequate manner which
is free from any sort of ethical issue. With reference to the present investigation, the research was
effectively performed by making use of both the primary and secondary source. While
conducting primary information investigator has considered confidentiality factor of ethical

issues under which all the gathered information was used effectively by taking permission from
the respondents only. Along with this, all the gathered information will remain safe for
investigator in the future. Apart from this, it can be further said that investigator has not forced
any of the customers to forcefully participate into the research and share their portion of
information for it. This clearly depicts that all the customers involved in the present investigation
have been voluntary participated into it. Additional, it can be further said that investigator has
also maintained anonymity by not revealing information expressed by customers with name at
the time of conducting this investigation in order to keep customers safe. While talking about
secondary sources, it can be said that investigator will effectively make use of only reliable
sources while gathering the data towards the same. In addition to this, investigator has also
focused on using information from the current sources only so that they can obtain latest
information for attaining fresh information. The researcher will ensure all the data will be kept
private and will be used only for academic purpose.

Results
Data analysis refers to the method by which researcher analysis overall gathered
information in such a manner so that they can draw valid outcome towards research question.
Q 1) How often you drink Ciucas beer? Frequency
a) Once in a week 30
b) Once a month 12
c) Rarely 8
Q 2) According to you does Ciucas beer holds effective market
acceptance which supports them in enhancing their business
performance in adequate manner?
Frequency
a) Yes 40
b) No 10
Q 3) Do you think, if Ciucas beer makes use of joint venture for entry
your area then it will contribute in its success?
Frequency
a) Yes 38
b) No 12
Q 4) According to you, does Ciucas beer must increase alcohol content in
their offering?
Frequency
a) Yes 30
b) No 20
Q 5) What characteristics of Ciucas beer attracts you to make purchase
from this company?
Frequency
a) Large product range 28
b) Positive customer review 12
c) Quality product 10

Q 6) According to you, which kind of improvement does Ciucas beer
must incorporate for your satisfaction?
Frequency
a) Online channel 25
b) More alcohol option 5
c) Specific beer cafe 20
Theme 1: Frequency of drinking Ciucas beer
Q 1) How often you visit Ciucas beer company? Frequency
a) Once in a week 30
b) Once a month 12
c) Rarely 8
Interpretation: According to the above stated graph, it is interpreted that 30 respondents
have expressed that they drink Ciucas beer once in a week, whereas other 12 customers' have
expressed that they drink it once in a month also the leftover 8 people expressed that they drink
30
12
8
a) Once in a week
b) Once a month
c) Rarely

this beer very rarely. The majority of customers have expressed that main reason of their
frequency of drinking Ciucas beer is its availability at nearby stores.

Theme 2: Ciucas beer holds effective market acceptance which supports them in enhancing
their business performance in adequate manner
Q 2) According to you does Ciucas beer holds effective market
acceptance which supports them in enhancing their business
performance in adequate manner?
Frequency
a) Yes 40
b) No 10
Interpretation: As per the above expressed graph, it has been determined that customers
believes that Ciucas beer holds effective market acceptance which supports them in enhancing
their business performance in adequate manner. This is so because as 40 customers' have
expressed impression of Yes towards it as they have observed that maximum number of people
are aware towards it Whereas, other 10 have denied for the same as they have not heard about it.
40
10
a) Yes
b) No

Theme 3: Ciucas beer makes use of joint venture for entry your area then it will contribute
in its success
Q 3) Do you think, if Ciucas beer makes use of joint venture for entry
your area then it will contribute in its success?
Frequency
a) Yes 38
b) No 12
Interpretation: As per the above expressed graph, it can be said that 38 customers'
thinks that by using joint venture method Ciucas beer can easily attain success in the new market
area. This is so because, according to the customers perception this method will help the
company in making use of different available resources of the partner company which leads to
attainment effective establishment of the business. On the other hand, the left over 12 customers'
have expressed that this is not the right method for the Ciucas beer as might not allow company
to take action at its own level.
38
12
a) Yes
b) No

Theme 4: Ciucas beer must increase alcohol content in their offering
Q 4) According to you, does Ciucas beer must increase alcohol content
in their offering?
Frequency
a) Yes 30
b) No 20
Interpretation: On the basis above mentioned pie chart, it is interpreted that 30
customers' as the respondent have expressed that “Yes” Ciucas beer must increase alcohol
content into its offering. This is so because, according to them beer content is very low is directly
reducing its taste. While on the other hand, the rest of customers' that is 20 in numbers have
expressed according to their own experience the alcohol content is fine in its current offering.
30
20
a) Yes
b) No

Theme 5: Characteristics of Ciucas beer attracts you to make purchase from this company
Q 5) What characteristics of Ciucas beer attracts you to make
purchase from this company?
Frequency
a) Large product range 28
b) Positive customer review 12
c) Quality products 10
Interpretation: According to the graph, it is seen that 28 customers' believes that the
main characteristic that attracts them towards the company is its large product range that
provides them variety of options from where they can choose their favourite product. Whereas
other 12 have mentioned that positive customers' review about the Ciucas beer attracts them most
towards it. Apart from this, the leftover 10 respondents thinks that Quality products offered by
Ciucas beer attracts them most towards it.
28
12
10
a) Large product range
b) Positive customer review
c) Quality products

Theme 6: Improvement does Ciucas beer must incorporate for your satisfaction
Q 6) According to you, which kind of improvement does Ciucas beer
must incorporate for your satisfaction?
Frequency
a) Online channel 25
b) More alcohol option 5
c) Specific beer cafe 20
Interpretation: According to the graph, it has been acknowledged that 25 customers
have expressed that according to them Ciucas beer must move forward towards online channel in
order to bring improvement and enhance satisfaction level of customers. Whereas, other 5 have
expressed that company should offer more number of alcohol options for improvising customers
satisfaction level. The leftover 20 respondents have expressed that this Ciucas beer should open
up its own beer cafe so that its customers could easily enjoy their without facing any kind of
problem.
25
5
20
a) Online channel
b) More alcohol option
c) Specific beer cafe

Recommendation
From above made analysis it can be said that there are various recommendations which
has to be adopted by Ciucas beer company while they are performing their functions related to
globalisation. Management team has to adopt various policies such as this can help in reduction
or minimization of barriers which are present in the process of Globalisation. Below mentioned
are some recommendations given by Ciucas beer company with regards to process of
Globalisation.
 From the above made primary research it can be said that there are various business
functions which are present in International markets. It is recommend to managers at
Ciucas that they must make a proper analysis of customers demands so that current
market trends which are prevailing can be understood in a more proper manner. This will
also help in increasing satisfaction level of target segment of customers.
 The literature review that consist of views of different authors it is recommend that it is
also very important for top management in a company that they are can hire skilled and
competent employees so that they are able to successfully to expand themselves and their
business operations in international markets (Robertson, 2017). This will help in
positively adopting all legal rules and policies which will help in performance of business
functions in a more effective manner.
 The conducted research also suggests that many time the most common barriers which
are faced by companies while they are planning for expansion of their operations in
international markets is related with resistance and difficulties faced by their employees.
Major reason behind this is cultural differences which prevail in the country (Lewis and
Lingard, 2015). Hence, it is important that while a business is willing to expand their
business to other countries.
 When it comes to different functions of a company the most important functional
department for a company is marketing department it has been found out as a result of
questionnaire made by the researcher. This department has to make adequate efforts
which can helps them in adopting various innovative and creative marketing policies
while they are expanding their business in international markets. This will help them in
attracting more number of customers and this can enhance their present profit margins
and also help in increasing their market share.

 With the help of primary research that has been conduced by the researcher, it can be said
that it is important for Ciucas beer company that they are able to have integration or a
balance between global governance and national policy space this is very necessary for
ensuring policy cooperation and coherence of overall policy in a organisation. Global
governance has not been succeed much because of economic globalisation. Hence, this
leads for organisations towards a need of balance which has to be maintained by
organisation which are expanding to other countries (Qaim, 2017).

CONCLUSION
From above report it can be said that globalization is a process which plays a very
important role in increasing present level of productivity and profitability for a particular
organisation. It is also said that there are various issues which come in way when a country is
willing to adopt Strategy of globalisation. While a business is expanded to international level
there are several barriers which can arise and affect negatively working of a company. Hence, it
becomes very important to make adequate planning to deal with such changes taking place in
international markets. Working culture of a company is also impacted if efficiency of employees
is getting effected and that to in a negative manner, satisfaction level of working staff is very
important to enhance overall productivity in a organisation. This is also very helpful in positive
outcomes in a organisation. This is also related with various strategies which have to be formed
before entering into a new market. Such type of challenges can be overcome with help of timely
planning and then its implementation done by the company.

Reflection
From the overall experience attained by while conducting the investigation on the topic
“To identify the strategies to be employed by businesses to enter into an emerging market by
considering consumer's perception: A study on Ciucas beer company.” I have gone through
several phases which have supported me in conducting effective research and also made me learn
new theories and concepts towards the same. From the overall information attained, it has been
identified by me it is important for business associations consider customers perception to
finalise market entry strategy while entering into international marketplace. For finding out
detailed information I have made use of both the primary and secondary method of data
collection. In primary method I have used questionnaire while in secondary method I have given
main preference to books, journals, online articles etc. By making use of these methods I have
developed my knowledge on the same and also learnt range of skills like communication,
research, analytical, problem solving and many others. Also, I have developed knowledge on the
usage of quantitative method of data analysis which further provides support in drawing valid
outcome. Also, I personally believes that this investigation was highly successful as I have learnt
a lot from it.
The overall research conducted by me revolves around customer's perspective but I
personally thinks that if I would have conducted similar sort of research with the general
perspective then it would have been easier for me to gain more information over the same topic.
While looking back at the overall processing of the research project it can be said that the things
and method assumed by me in the starting of the research was not similar to what actually
happened. It can be said that in the starting I thought that the research is quite easier and would
not take any time to grab required information but in actuality when I started then I have faced
various of difficulties from customers side because they were not interested in providing the data
towards the same topic because according to them it is time wasting activity. If I will get another
opportunity to conduct similar kind of research then I will definitely adopt interview method in
order to grab maximum information from the respondents in detailed manner. The main reason
behind choosing interview method is to acquire detailed information from respondents by
making use of open ended questions. The overall learning developed from this research states
that I have developed my communication, interpersonal, convincing, analytical and presentation
skill effectively as while conducting this investigation I have indulged into several activities that

have made me learnt these skills. All of these developed skills will allow me to conduct more
effective research in the near future.

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