Impact of Globalisation on Changed Customer Behaviour within MNCs

This research project proposal and subsequent report delves into the impact of globalization on customer behavior within multinational corporations (MNCs), with a specific focus on Marks & Spencer (M&S) PLC. The study aims to assess how globalization has altered consumer behavior and identify strategies for M&S to effectively cater to these changing tastes. The project encompasses an introduction outlining the significance of globalization and its effects, a background detailing the rationale behind the research, and a comprehensive literature review exploring themes such as globalization's influence on customer behavior and evolving consumer trends. The methodology section outlines the research philosophy (interpretivism), approach (induction), and design (descriptive), along with data collection and analysis methods. The report includes an examination of the risks involved and a project plan. The findings are expected to provide actionable recommendations for M&S PLC to adapt to the evolving global market and maintain a competitive edge by understanding and meeting the changing demands of its customers.

RESEARCH PROJECT PROPOSAL

TABLE OF CONTENTS
MAIN BODY STRUCTURE..........................................................................................................1
Aim and Objectives.........................................................................................................................1
Risks................................................................................................................................................1
Introduction......................................................................................................................................1
Background......................................................................................................................................2
Rationale..........................................................................................................................................2
LITERATURE.................................................................................................................................2
Recommend ways to M&S PLC by which consumer taste can be attained................................5
METHODOLOGY..........................................................................................................................5
Research philosophy-...................................................................................................................5
Research approach-......................................................................................................................5
Research design-..........................................................................................................................6
Data collection:............................................................................................................................6
Sampling:.....................................................................................................................................6
Data analysis-...............................................................................................................................6
REFERENCES................................................................................................................................8
PROJECT PLAN...........................................................................................................................10

MAIN BODY STRUCTURE
Project Title: “To analyse impact of globalisation on changed customer behaviour within
MNC's”
Aim and Objectives
Aim-
To assess the impact of globalization on changed behaviour of customers within MNC's-
A study on Marks & Spencer (M&S) PLC
Objectives-
 To analyse effect of globalization on consumer behaviour in M&S PLC
 To assess ways which lead to change in customer behaviour in M&S PLC
 To recommend ways to M&S PLC by which consumer taste can be attained
 To carry out secondary research on the project title for enabling honing of questions
Risks
Identified Risk Likelihood Contingency Plan
Poor responses from primary
research questionnaire
Medium/High Submitting re-design of
questionnaire and
incorporating precise questions
Lose work from PC Low Creating backup into the cloud
and email the same on id.
Less time for completing
project with in-depth analysis
Medium Preparation of schedules and
work to be done in accordance
to set schedules.
Introduction
Globalisation has been the main challenge for company which leads to affect firm's
overall financial performance and operational activities up to a high extent. Due to the impact of
globalization, customer behaviour has changed. This is evident from the fact that customers have
wider choice for goods and commodities by which they have reach to globally-sold products of
almost all brands (Reader, 2017). This has impacted company's performance as it has to provide
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variety and superior quality goods to consumers in order to attain market share. It can be said
that due to globalization, firms have wide reach to people and they are offering quality
commodities in the best manner possible. Moreover, customer’s taste and behaviour has changed
up to a high extent which has affected organizations as they have to competitive enough to
provide demanded items by customers for gaining market share in effective manner. Present
report deals with M&S PLC which is British multinational retailer and impact of Globalisation
will be analyzed from the perspective of changed customer behaviour in effectual way (Shahbaz,
Ali and Bhattacharya, 2017). Recommendations will be provided on how company can analyse
consumer behaviour and offer goods as demanded by them.
Background
Globalisation has positive and negative impacts on company. This is evident from the
fact that firms try to compete with one another so that they may be able to attain desired market
share in the best way possible (Sharma and Joshi, 2019). The inspiration behind taking topic of
globalization for the research project is that Globalisation has been fruitful for customers as wide
variety of items and services become available which otherwise are not available in their home
country. This has inspired for taking research in hand for identifying ways and changes occurred
in customer behaviour which is beneficial for company as it is able to know demand of
customers.
Rationale
The rationale behind taking the research is that impact of Globalisation has led to change
in customer behaviour in recent time. Consumers have plenty of variety of goods in hand and
they can purchase the same as per their needs (Wilkins, Khanna and Trubek, 2017). Rationale is
that ways which lead to change in customer behaviour will be scrutinized in the best manner
possible. Moreover, personal interest of researcher with regards to formulate research about the
global economic topic has led to choose the topic. Moreover, customer behaviour will be
assessed from a broader perspective leading to be beneficial for organisation to formulate
strategies accordingly.
LITERATURE
Theme 1 – Globalisation and Customer Behaviour
As per the views of Wallace, (2017), globalisation has initiated cross-border operational
activities quite simple by which trade is possible. The international trade is done in which good
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quantum of inflows and outflows of goods and services are effectively done. Consumers have
plenty of buying choices and internet has paved new way for browsing goods from home and
product being available around the world. It can be said that movement of commodities
internationally has benefited consumers having pool of items to chose from in accordance to
demanded and branded goods. Customers can bypass local manufacturers or merchant and
search the world for finding goods they desire the most.
In accordance to Ilavarasan, (2017), local industry has taken 're-birth' because of rapid
increase in flow of foreign-made goods. Local merchants are being aware of the fact that if
consumer behaviour will not be analysed, they will lose potential customers to the hand of
rivalries. Most importantly, consumer awareness has been maximised by product labelling as
country's origin from where product is made is labelled in it. This provides clarity to customers
as to where goods are made available and they buy accordingly. The customer behaviour
changes with reference to commodities being available to them.
Canlı and Demirtaş, (2017) says that globalisation is a new commercial reality which is
integrated with products and technological advancement leading to make international trade is
possible in effective manner. The consumers are homogenised as they prefer standard quality of
products on hand which leads to enhance rivalry among organisations quite effectively. They are
even ready to pay higher price for the goods which could be available in lesser price, due to the
quality standards being adopted by multinational companies. This clarifies that consumers want
and desire superior quality commodities even which they are ready for paying more amount for
the same. It is required that firms should provide the highest quality goods and items to
consumers so that they may be able to attain satisfaction level and firm may be benefited by
increased share.
Theme – 2 Changing trends of consumer behaviour and factors influencing change
Olimpia and Stela, (2017) argues that firm is required to ascertain competencies in
effective manner so that it may be able to enhance its position in the market. For accomplishing
this, market research is required to be conducted in order to assess consumer's taste and demand
with ease. Without proper market research, demands and needs of customers cannot be analysed
and it will lead to product failure. This means that by ascertaining changing trends of potential
customers, firm may be able to offer goods according to their demands. This will be beneficial
for firm as resources will be utilised up to a major extent and customer satisfaction would be
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accomplished. It is required that for making global trade possible, firm should conduct research
for checking viability of its offerings in new market.
As the per the views of Shehu, (2018), multinational organisations are required for
assessing demand of customers as they behave differently with every purchase they made. The
customer behaviour is termed a study of how individual select firm, goods, services for satisfying
their needs and wants in effective manner. It is needed that perception of customers are required
to be analysed as it is the driving force behind every purchase made by them and it is needed to
be scrutinise in a better manner so as to enhance satisfaction level of customers by offering
desired goods.
Rahman and Miah, (2017) says that socio-economic level influences' customer to
purchase products accordingly. Rich persons will prefer to high-priced goods as it includes status
symbol, while, lower income level individuals will look for price and its durability (Carrasco.
2018). This means that income level of customers and attitude towards purchases are required to
be assessed by firms as it influences behaviour of people. Another factor is that customer
experience which leads to change in customer behaviour. Purchasing process if good, then
people will surely have great experience and will attract to further purchase items in the future.
The experience is bad, then they will avoid the same affecting firm's growth.
Effects of globalisation on consumer behaviour
Shahbaz and et.al., (2018) explained that globalisation is leading to increase into driving
the behaviour of customer all around the world as they are more attracted towards products of
foreign market. There are many customers of company who are attracted towards products which
are having higher brand value and image into market. So this is the main factor which is driving
and changing the demand and expectation of customers. Customers of international market are
very much engaged into buying up of products which are of higher quality and generally not
considering the local products. According to Feenstra and Weinstein, (2017) it is very much
important for company to deal with these customers on regular bases so that they could be able
to attract them all. The effect of globalisation on customer behaviour is generally laid down on
their expectation and then buying process so that they could be attracted more towards the
company.
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Recommend ways to M&S PLC by which consumer taste can be attained
There are many recommendation which need to be included so that company could be
using them in increasing more number of customers. As included by Carrasco. (2018) social
media interaction is one of the best way of communicating with employees that could be used.
As there are many customers who use social media mostly for understanding trends in market
and for analysing or deciding over which product to be purchase. Other than this it is also
necessary that they are enhancing quality of their own products and services so that customers
themselves are attracted towards their company without making more efforts.
METHODOLOGY
Research philosophy-
This will be called to as that section which deals out with gathering up of all type of
phenomenon and then analysing it for resulting up towards specified outcomes or conclusion as
well. Research philosophy could be based on mainly 2 type which includes what is true actually
and what is believed to be as true. There are mainly 2 different types of research philosophy
which any researcher will be able to include like that of interpretivism and positivism. So within
this particular research which is dealing with explaining impact of globalisation on changing
customer behaviour interpretivism will be used. This type of research philosophy is used to
identify or study diverse group all together. This is associated with involving and interpreting all
sort of elements that would or is integrating human interest into that study. As research is also
studying the change of customer behaviour with increasing impact of global products in market
so interpretivism will be correct.
Research approach-
This is the pattern which is used by all different types of researchers while finding out or
exploring the impact of anything on the other. As within this type of research study will be based
on how globalisation or increasing MNC in any country is changing the behaviour of customer
and influencing their buying process. There are 2 types of research approach like that of
induction and deduction one of which is developing pattern so that they could slowly develop
any theory that would be based on data collection. So within this research also induction research
approach will be used that is helping to explain the impact of globalisation on changing need and
behaviour of customers.
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Research design-
This will be based on arrangement and collection of all type of data or conditions so that
data could be analysed and outcome is drawn. Within this current research descriptive design is
to be used which helps researchers to find out results and interpret the collected data in more
meaningful manner. Descriptive design will be helpful for deciding over changes into behaviour
of customers due to globalisation.
Data collection:
For the present research project method for collection of data will the primary source for
collecting the information related with identification of the impact of globalisation of buying
capacity of the consumers. For collection the information for this research topic questions will be
prepared to know the exact mind set and status of the consumer over the spending on the
products of M&S. The data, information and variable will be collected from all the respondent
by filling the questionnaires. No other source will be referred in this research project for
collection the data and information.
Sampling:
The sampling method used as selection of 10 consumers of M&S as they are regular
buyer of the goods and commodities of the company. The reason behind selecting consumer of
M&S they are one who can truly explain the impact of globalisation and what have effected their
purchasing and spending power. Data collected from primary sources directly from the consumer
will assist them in giving authentic and true research result as the data is fresh and collected from
directly from the respondents. The samples are collected from 10 respondent who are consumer
of M&S and no other method will be used except for this.
Data analysis-
This is also one of the most important part of any research which means that how the
collected data and then to analyse each of them to reach out with specified outcome. Data
analyse is that part of any research which lead to finding out solutions to problem or coming on
towards outcomes. There are 2 methods of data analyse like that of qualitative and quantitative
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both of them could be used as mixed methods. But this particular type of research will be
including to analyse the results from qualitative methods with using thematic analyse.
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REFERENCES
Books and Journals
Canlı, S. and Demirtaş, H., 2017. The Impact of Globalization on Teaching Profession: The
Global Teacher. Journal of Education and Training Studies. 6(1). pp.80-95.
Feenstra, R. C. and Weinstein, D. E., 2017. Globalization, markups, and US welfare. Journal of
Political Economy.125(4). pp.1040-1074.
Ilavarasan, P. V., 2017. The Local Impact of Globalization in South and Southeast Asia ed. by
Bart Lambregts, Niels Beerepoot, and Robert C. Kloosterman. Journal of Southeast Asian
Economies (JSEAE). 34(1). pp.227-229.
Olimpia, N. and Stela, D., 2017. Impact of Globalisation on Economic Growth in Romania: An
Empirical Analysis of Its Economic, Social and Political Dimensions. Studia Universitatis
„Vasile Goldis” Arad–Economics Series. 27(1). pp.29-40.
ONLINE
Rahman, S. M. and Miah, M. D., 2017. The impact of sources of energy production on
globalization: Evidence from panel data analysis. Renewable and Sustainable Energy
Reviews.74. pp.110-115.
Reader, J., 2017. Reconstructing practical theology: The impact of globalization. Routledge.
Shahbaz, M. and et.al., 2018. How strong is the causal relationship between globalization and
energy consumption in developed economies? A country-specific time-series and panel
analysis.Applied Economics. 50(13). pp.1479-1494.
Shahbaz, M., Khan, S., Ali, A. and Bhattacharya, M., 2017. The impact of globalization on CO2
emissions in China. The Singapore Economic Review. 62(04). pp.929-957.
Sharma, A. and Joshi, A., 2019. Impact of Globalization on Education in India: Towards Global
Standards or Cultural Imperialism?. In The Globalization Conundrum—Dark Clouds
behind the Silver Lining (pp. 257-265). Springer, Singapore.
Shehu, H., 2018. The Impact of Globalization on Nigerian Rural-Agricultural
Economy. European Journal of Social Sciences Studies.
Wallace, M., 2017. The Impact of Globalization on the Perceptions and Practices of
Menstruation among Indigenous Women in Peru.
Wilkins, D. B., Khanna, V. S. and Trubek, D. M. eds., 2017. The Indian Legal Profession in the
Age of Globalization. Cambridge University Press.
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Online:
Carrasco. 2018 Which factors influence consumer behaviour? [Online] Available Through:
<https://integriaims.com/en/factors-influencing-consumer-behaviour/>
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