The Impact of Globalization on Consumer Behavior: A Detailed Analysis

This report examines the evolving landscape of consumer behavior in the context of globalization, focusing on the impact of international trade, market integration, and the influence of digital technology and social habits, particularly among millennials. The study aims to determine the role of globalization and social habits of millennials in consumer behavior evolution, exploring the concept of globalization, the impact of social habits on consumer behavior, and the relationship between globalization, social habits, and consumer behavior. The report uses both qualitative and quantitative research methods, including primary and secondary data collection, to analyze market trends and consumer preferences, with a case study on Oak Cash and Carry. The report highlights how companies need to understand and adapt to the changing behaviors of consumers in a globalized market, focusing on how millennials, as early adopters of technology, influence market trends and consumer behavior. The research also uses a time scale to illustrate project scheduling for business activities effectively.

How has consume behavior evolved
as a result of globalization

Table of Contents
TITLE:...........................................................................................................................................................3
INTRODUCTION...........................................................................................................................................3
LITERATURE REVIEW....................................................................................................................................4
RESEARCH METHODOLOGY.........................................................................................................................4
TIME SCALE..................................................................................................................................................6
REFERENCES................................................................................................................................................7

TITLE:
“How has consume behavior evolved as a result of globalization, investigating change in
social habbit of millenial”.
INTRODUCTION
It is required for every organization is to analyze their customers behavior for gaining
attention of them that can help in increasing their products marketing in the national and
international areas. The changing dynamic is that the consumer are became exposed to the
products, lifestyles and behavior pattern of buyers in other countries. There are various reasons,
for example that barriers come down and consumer and goods move freely in all over the world
without any restriction. The company mainly change traditional pattern of behavior by
establishing new products, services and ideas in the global market area. Along with this,
globalization is the process of communication and integration between people, organization and
government in all over the world (Schütte and Ciarlante, 2016). Globalization is the procedure
which enhancing the interconnectedness among different nations. In current time period, the
prosperous economic development is typically gained due to increment in making connection
with various countries as per the results in better standard of living and improving quality of life.
In developing countries, globalization is an essential process due to this they gain immense
benefits. Millenial define as the generation which follows generation Y with birth years ranging
from the early 1980s to the 2000s.The term millennial is basically considered to apply an
individual who reached adulthood around the turn of 21st century. The social habbit of millenial
is using current technology and method such as Facebook, Instagram and other latest channels.
Millenial use internet and it is considered as the first digital natives. The term millenial
generation is exist in all over the world and they have variety of social habbit which are related
to internet.
Aim: “To ascertain the role of globalization and social habit of millenial regarding evolution of
consumer behavior”. A case study on Oak cash and Carry.
Research Objectives:

 To understand the concept of globalization and social habbit of millenial.
 To ascertain the role of globalization and social habbit of millenial in evolution of
consumer behavior.
 To determine the relationship between the concept of globalization & social habbit and
its impact upon consumer behavior.
Research Questions:
 What is the concept of globalization and social habbit of millenial ?
 What is the role of globalization and social habbit of millenial in evolution of consumer
behavior ?
 What is the relationship between the concept of globalization & social habbit and its
impact upon consumer behavior ?
LITERATURE REVIEW
Concept of Globalization and social habbit of millenial
According to view point of Schütte and Ciarlante (2016), it has been concluded that
globalization concept in which a country is trading globally. Although, whole world is
increasingly behaving like a single market. The trading of goods and services among countries
makes the whole market globalized. The services which is traded among countries can be FDI or
other types of services. FDI can only be possible when a particular country is globalized. Some
other features of Globalization are perhaps even more interesting. In a broader way, globalization
refers to the integration of economies and societies. An increasing share of consumption consists
of goods that are available from the same companies almost anywhere in the world. The
technology that is used to produce goods is increasing day by day.
However as per Parsons, Maclaran and Chatzidakis (2017), the social habbit of millenial
is that they are likely to use their phones and a prime outlet which engage with social media.
Smartphones provides a plethora of way of users that can engage with other forms of contents

and social media gives as a notable piece. The company need to focus on people habbit who are
adults and born within 1980s and 2000s.
Role of globalization and social habbit of millenial in evolution of consumer behavior
The millenial constitute an essential group of consumer behavior and attitude. Therefore,
for know how to they behave has became an important issue. The millenial are considered a
generation of young people. It is characterized by use and adaptation of technology in their daily
lives and their values, life experience, motivation and common buying behavior. This generation
is born between 1980 and 2000. they are currently between between the age of 17 to 37 years old
and as per this geographical area are different theoretical position in this generation range.
Consumer behavior, cultural factors and condition which are determine them as reflection and
research. Such changes related to the perception of consumption which have change in
dramatically manner (Parsons, Maclaran and Chatzidakis, 2017). The role of globalization is the
process which help countries in making interactions and connection with different nations
regarding trade, purchasing and selling of products from one place to another. In this, social
habbit of millenial is internet so they are mainly influence by digital technology. Such young
people are moving away from the conventional media and target new or interactive media. The
globalization help them in analyzing and examining the whole country millenial generations
which evolved with consumer behaviour. Therefore, it is required for Oak Cash and carry is to
providing those services and products which assist in fulfilling all needs and demand.
Relationship between the concept of globalization & social habbit and its impact upon
consumer behavior
As per the view of Zeugner-Roth, Žabkar and Diamantopoulos (2015) Globalization may
define as the combined influence of trade liberalization, market combination and financial
investment which enhancing the distribution level of products among various countries. The
international market equipped with the use of worldwide communication which has mainly focus
on international business area that can keep the world markets such as open and competitive
exercises. Social habbit of Millenial generation are directly impact on consumer behaviour and
they are getting high quality based goods and services to their customers in better manner. The
millenial is considered as generation Y people have ability to acquire and get quality goods and

services that directly impact on consumer behaviour. There are various consumer who have
different needs and demand so this is the role of firm is to satisfying their all demand in proper
manner by providing them desired goods. Consumer can change their taste and preferences as
per their mood so this is required for Oak cash and carry is to analyze whole customers needs or
behaviour. This will help them in gaining attention of large number of customers towards firm
products and facilities.
RESEARCH METHODOLOGY
In this section, researcher is conducting investigation by collecting and gathering
necessary data and information in proper manner. This will help in making appropriate decision
for gaining higher income and profitability to the company. in addition to this, this will throw
light on that it is helpful in developing effective techniques and methods for gaining high income
and revenue without doing any other activity (Funk, 2017). This is consider as main aim in
which they are collecting and gathering accurate data in formulating tools which can be used by
investigator at the time of making appropriate strategies. In this part, data and information has
been collected for gaining more knowledge in better manner and also help in making correct
decision for the welfare of an organization.
Qualitative method – It is the scientific method of observation which helps in collecting
and gathering non numerical data. It is that type of research which define as the exploratory
research and it is used for gaining an understanding of underlying the reasons, opinions and
motivations. This will provides insights into the problems which assist them in developing ideas
or hypothesis and potential quantitative research. In addition to this, qualitative method of
research is also used for uncover the trends in thoughts and opinions which is deeper in the
issues and problems (Olga Lo and Razaq, 2014). This is the collection method which is very
important for researcher while conducting investigation. There are various methods which
includes such as focus groups, individual interviews and participation.
Quantitative method – this is important research method for investigator that is used for
quantify the problem by way of generating numerical data and information which has been
transformed into usable statistics. This can be used to quantify the attitude, ideas, behavior,
opinion and other defined variables which generate results with the help of larger sample

population. In this, research use measurable data to develop accurate facts and uncover the
patterns in research. Quantitative data collection methods are more structured than qualitative
data collection tool. This is the technique for gathering information by using various sources
such as surveys involves online surveys, mobile survey, paper survey, face to face interviews,
systematic observation and so more (Pete, 2014). In this report, qualitative research method is
used because this will help in collecting new and original which help researcher in developing
appropriate research in given time period.
Primary method – It is the research which is develop for meet the specific and unique
needs and demand of company. This is the fundamental investigation that is conducted by
investigator and firm getting benefits for such method of research in proper manner. There are
various primary researches such as focus groups, surveys, interviews and observations. It is
defined as factual, firsthand accounts of the study written by an individual who are doing
partially examination. This method is vary how an investigator run an experiments but it is
typically follows the scientific method or techniques. This research method main aim is to
acquiring new and original data while conducting research. It is bit of complex which conducts
primary research method because this will help in save time, cost and money and prior
information about the subject topic in better manner. With the view of getting required
information, the investigator has start from scratch. The research has been performed with the
help of various sources such questionnaire, interviews and observation, etc.
Secondary method – It is defined as an analysis and interpretation of primary research
method. This method is writing secondary research which is used for collecting and gathering
accurate facts or figures that are relevant as per the topic (Vranken and et. Al., 2014). For
example, secondary research often takes the form of results from two or more findings that are
appropriate for the research. It involves use of data, already collected through primary research.
As the data available is analyzed and evaluated the investigator to figure out the data of their
choice and preferences for collecting relevant data and information. In this type of research, the
investigator use data and information which help in collecting by government agencies,
association units, labor unions media sources and so on. The assembled is primary which is
published in newsletter, magazines, pamphlets, journals, reports and books.

In this assignment, both primary and secondary method of investigation are used by
company because this will assist in analyzing all data and information which are relevant for
developing accurate research project.
TIME SCALE
It is the type of bar chart which is illustrated a project schedule for business activities
effectively. This is used for planning projects of all sizes and they are useful way to showing the
work scheduled in specific manner. It is one of the most appropriate scheduling methods in the
project management. In this time scale, learners are required to update and upgrade their all
important business operations and functions because this will help in getting desired targets and
goals of company in better manner (Asioli and et. Al., 2017). Along with this, this will throw
some light on that there are large numbers of activities or days which are going to be covered in
this project work and there are various activities that are required to be completed in given time
period. They are also trying to reaching with such activities to gaining desired goals and
objectives of an organization. In addition to this, before developing and preparing the time scale,
company need to achieve their data and information that has been formulated in making
appropriate decision for the welfare for company and also try to finish all work in given time
frame.

REFERENCES
Books and journals
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.
Zeugner-Roth, K.P., Žabkar, V. and Diamantopoulos, A., 2015. Consumer ethnocentrism,
national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social
identity theory perspective. Journal of international marketing, 23(2), pp.25-54.
Asioli, D. and et. Al., 2017. Making sense of the “clean label” trends: A review of consumer
food choice behavior and discussion of industry implications. Food Research International, 99,
pp.58-71.
Vranken, L. and et. Al., 2014. Curbing global meat consumption: emerging evidence of a second
nutrition transition. Environmental Science & Policy, 39, pp.95-106.
Pete, L., 2014. Regulatory policy and behavioural economics. OeCD Publishing.
Olga Lo, P. and Razaq, R., 2014. Evolution of social media and consumer behaviour changes in
tourism destination promotion. International Journal of Business and Globalisation, 12(3),
pp.358-368.
Funk, D.C., 2017. Introducing a Sport Experience Design (SX) framework for sport consumer
behaviour research. Sport Management Review, 20(2), pp.145-158.