Analyzing Globalization's Impact on Buyer Behavior: Ciucas Beer

This research report examines the impact of globalization on buyer behavior, focusing on the case of Ciucas beer. The report begins with an introduction that outlines the research background, aims, objectives, and rationale. It then delves into a literature review, exploring the meaning of globalization in the context of entry modes, different strategies for organizations to enter emerging markets from the consumer's viewpoint, the challenges companies face in selecting these strategies, and the impact of consumer perception on international market expansion. The methodology section details the research philosophy, approach, design, sampling, data collection, and analysis methods. The report aims to identify effective strategies for businesses entering emerging markets, considering consumer perception, and offering recommendations for Ciucas beer. It also seeks to understand the challenges faced by companies when selecting strategies and to suggest ways to improve consumer perception in the context of international expansion. The study references various academic sources to support its arguments and findings.

RESEARCH PROJECT

TABLE OF CONTENTS
TOPIC..............................................................................................................................................1
TASK 1............................................................................................................................................1
CHAPTER 1 : INTRODUCTION...................................................................................................1
Research background...................................................................................................................1
Aim and objectives......................................................................................................................1
Rationale......................................................................................................................................2
CHAPTER 2 : LITERATURE REVIEW........................................................................................2
CHAPTER 3 : METHODOLOGY JUSTIFICATION....................................................................5
Research Philosophy....................................................................................................................5
Research Approach......................................................................................................................5
Research Design ..........................................................................................................................5
Sampling .....................................................................................................................................6
Data Collection ...........................................................................................................................6
Data Analysis ..............................................................................................................................6
Ethical consideration ...................................................................................................................6
ANNEX 1. ETHICAL ISSUES FORM..........................................................................................7
REFERENCES..............................................................................................................................11

TOPIC
Effect of globalization on buyer behaviour based on Ciucas beer.
TASK 1
CHAPTER 1 : INTRODUCTION
Research background
The globalization is process which lead to interdependent and interconnected the world
by freely transfer of capital, service and goods across national boundaries (Chen, Zukin, and
Kasinitz, 2015). This includes growing, expansion, development of technology, businesses and
services across boundary of one nation to other. The companies are providing satisfaction to
customer and also attain a strong customer base.
Although, the globalization requires investment in huge amount on international level to
develop corporation and to operate in multinational business. The companies by using
technologies and techniques are capable to not only attaining satisfaction of customer's but also
gaining competitive advantage against other rivalries. The technological advancement provides
aid to business organization to achieve success and growth as more number of customer's get
attracted towards their business and services. The strategies provide aid to company to get entry
into emerging market. The strategies are Exporting, joint venture and licensing are some
strategies adopted by companies to expand in other markets.
The research report will lay emphasis on strategies which help the businesses to enter into
emerging market. Various entry strategies will be expressed under research for the development
and growth of companies. The globalization is a key to enter into different market of various
countries. This research will study about the entry modes for Ciucas beer company. The Ciucas
company is prevailing in Romania since 1892. Ciucas is said to be one of the most widely
consumed beer in Romania. The report will lay emphasis on meaning of globalization and also
the explanation of various entry strategies will be expressed in the report. Along with it, the
different challenges face by the businesses in selection of strategies will be highlighted in this
report.
Aim and objectives.
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."
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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
1. What is the meaning of globalization regarding entry modes?
2. What are the different strategies for ciucas beer company to get an entry into emerging
market from the view point of consumers?
3. What are the key challenges that are faced by ciucas beer company related to consumer
perception while selecting strategies to enter into emerging market?
4. Recommend some suitable strategies for businesses to enter in emerging market?
5. What is the impact of consumer perception on expansion options in International market?
Rationale
This research report is prepared in order to generate outcomes for strategies which helps
the businesses to enter into emerging market. The reason for preparation of research is to attain
knowledge of different strategies use by businesses which help them to enter into emerging
market. Here, the research will also highlight the challenges face by the companies during
selection of strategies for entry into emerging market. This research will help the businesses to
boost their learning for the growth of business. Another reason for preparation of this research is
to build academic interest of the researcher in the context of entry mode strategies adopted by
businesses.
CHAPTER 2 : LITERATURE REVIEW
Theme : Comprehend the meaning of globalization regarding entry modes.
According to the (Cleveland, Laroche, and Papadopoulos, 2015), globalization is an
interaction and integration process among company, government and people residing in different
countries. The international investment and trade enables economic and technological growth in
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home country. On the other hand (Filatotchev, Bell, and Rasheed, 2016), argued that this process
of globalization effects environment, culture and political system of countries. Along with it the
prosperity and economic development also affected by this process.
In the view point of (Asongu, Efobi, and Beecroft, 2015), globalisation lay focuses on
increase in trade and lower the price of products. Globalization also increases competition for
companies. As they need to face domestic as well as international competition. In supporting to
the issue of globalization the (Amavilah, Asongu, and Andrés, 2017) expresses their view about
it. Globalization is actually enhancing technologies in country. Also, this impacts not only on the
productivity and rise in wage but also it lower price of products, raise in output of the company.
In accordance with (Stearns, Bairoch, and Kozul - Wright, 2016) the term globalization
consist of social, economical and political range of changes. The globalization accelerates and
expands different commodities and ideas to different boundaries. The companies enhance their
business by operating their business globally. On the other hand (Ozer, Meca, and Schwartz,
2019), expresses their views negatively about globalization that process of globalization
increases competition for company. Along with it, the investment for entering into emerging
market is fairly high as compared to investment in home country. The companies also face
various economic and social challenges while entering into emerging market.
As per the view of (Baudrillard, Poster, and Belk, 2018), Globalization helps the
company to lower customer service costs. The process of globalization enables outsourcing of
customer service to remote the staff through overseas which handle query of customers any time
from anywhere. The expenses on customer service lowers by this and company able to provide
outstanding customer service. Another beneficial element of globalization is the free movement
of labour between different countries. (Ortiz - Ospina, Beltekian, and Roser, 2018) argued on
this statement is that free movement of labour increases in level of unemployment and lead to
economic downturn as the labours from developing countries get employed in the company.
Theme : Identification of different strategies for organization to enter into emerging
market from view point of consumers.
According to the (Chen, Zukin, and Kasinitz, 2015), There are many strategies to enter
into emerging market. But the most traditional and popular form is exporting. The exporting
helps the company to enable businesses to trade overseas. The exporting is helpful for companies
to grow as this method is less risky and inexpensive. Also, the risk is also reduced by operating
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in different country by exporting. (Cleveland, Laroche, and Papadopoulos, 2015) argued that the
exporting method is not effective as it disables businesses to control on trade and transactions
overseas. The business face difficulty in managing their trade due to the lack of direct control in
other country they operate.
In the view point of (Stearns, Bairoch, and Kozul - Wright, 2016), the joint venture is
another method which is adopted by businesses to enter in international market. It is a form of
partnership in which the third company is involved which manages the company. The
companies under this method agrees to work together and create a third company. The joint
venture enables risk sharing of companies which operate internationally. But (Stearns, Bairoch,
and Kozul - Wright, 2016) articulates that the partner companies may do not have full control on
the management. Also, the recovery in capital is also impossible for the companies while
executing joint venture across boundary.
In accordance with the views of (Filatotchev, Bell, and Rasheed, 2016) the licensing is
another method which is adopted by many business unit to enter into global market. In licensing,
the company in one country permit company prevailing in other company to use their
manufacturing, trademark and processing. The licensing is a good way to begin foreign
operations as it is reduces risk of both the companies. But (Stearns, Bairoch, and Kozul - Wright,
2016) argues that the competition has increased a lot as the licensees become competitors and
this disables the company to attain competitive advantage.
According to Cleveland, Laroche, and Papadopoulos, (2015), from consumer's
perspective the best strategy to enter into international markets is franchising as it is beneficial
for both the parties and also the franchise holder with the help of their knowledge about the
market can use different marketing strategies in order to increase the sales of the product or
service.
Theme : Challenges face by companies in the selection of strategies into emerging market.
In the views of (Ortiz - Ospina, Beltekian, and Roser, 2018), The companies face many
challenges in the selection of strategies for emerging market. As there are many strategies
available for companies to facilitate their business internationally. But companies face challenges
in selection of these strategies as there are many elements which need to be keep in mind while
operating in different country. In addition to this (Stearns, Bairoch, and Kozul - Wright, 2016)
expresses their views in favour of above statement is that the common element is unavailability
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of abundant financial capital. The financial capital decides strategy to be adopted by company to
enter in emerging market. Like, exporting needs less capital investment whereas the joint venture
needs comparatively high investment. But (Asongu, Efobi, and Beecroft, 2015)) expresses their
negative views on this statement that the company due to this factor is not able to choose
appropriate strategy and this hampers their growth and profitability in other country.
In accordance with (Baudrillard, Poster, and Belk, 2018) another element that affect
companies to select strategies are human resource. The companies while operating globally need
to identify the number of staff members who are ready for mobility because by trading in
emerging market the employees of company which is working in need to shift to other country.
This element affects the decision making of strategies of an organization. (Stearns, Bairoch, and
Kozul - Wright, 2016) expresses their views about it, that employees working in company which
is planning for the expansion in global market face difficulty regarding cultural differentiation.
Also, the employees are not able to manage the personal as well as professional life by working
in company who is expanding in emerging market.
Theme: Impact of consumer perception on expansion options in International market.
In accordance with Stearns, Bairoch and Kozul – Wright, (2016) it is imperative for every
company to analyse the consumer's perception before entering into the international markets. The
impact of consumer perception is responsible for both success and failure of an organization. If
an organization enjoys a strong brand image in the market then it will have a positive impact on
the minds of consumers and would lead to immediate success of their product but if the company
does not have a strong brand image then it is recommended to enter into international markets
through merger, joint venture or acquisition as it would not only help the organization in getting
easy access into the international market but also minimize the cost of entering into the market
and the level of risk involved. However, the Henry, Foss and Ahl, (2016) argues that an
organization must enter into a new market independently and use aggressive pricing strategies in
order to increase their market share and the level of probability. Joint Venture and Mergers
reduces the profit share of the companies and also restricts the decision-making powers therefore
a company must enter alone into the international market and then frame a positive impact on the
minds of consumer by providing good quality products and services at competitive prices.
In the view point of Chen, Zukin, and Kasinitz, (2015) the consumer perception affects
the perception of entire market and an organization can improve consumer's perception towards
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their product through various factors like quality products, competitive pricing, attractive
branding and improved packaging. These factors have a strong impact on the minds of
consumers and help the companies in establishing their brand image in international markets.
CHAPTER 3 : METHODOLOGY JUSTIFICATION
Research Philosophy
Research philosophy is summarized form of experience and interest of research. This
philosophy of research includes endeavours of present, future as well as past. There are certain
types of research philosophy, they are mainly, realism, interpretitvism and positivism. The
Interpretitvism research philosophy generally collects samples of data collection and research
philosophy which is based on observation and interview of researchers. Whereas the positivism
provides aid to the researcher in identifying the relations and properties (Henry, Foss, and Ahl,
2016). In this research of globalization, the researcher will use Interpretitvism philosophy as it
finds the best approach to be adopted in accomplishing qualitative research.
Research Approach
Research approach is a plan that consist of certain steps for the broad assumptions to
detailed method of data collection, analysis and interpretation. The approach of research is
divided into three parts, they are inductive, deductive and abductive. The deductive research
approach uses already developed theories as well as hypothesis but the puzzles and facts are used
in inductive approach (Pearson, Albon, and Hubball, 2015). The development of new theories
are executed under inductive research approach. Then comes another type of approach which is
abductive research approach. In which the observations are find and evaluated in the simplest
form. The researchers in this research will use deductive research. This method uses developed
hypothesis and is necessary for the fairness of this research so that researcher can easily generate
outcomes of the research.
Research Design
Research design is a procedure that is used in analysing and collecting of variables that is
specified in research problem. There are two types of research design, they are qualitative and
quantitative research design. There are further subdivision of these research design are
descriptive, experimental, coorelational, diagnostic and explanatory research design (Sharp,
Peters, and Howard, 2017. The researcher will use explanatory research to generate final results
of the research problem.
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Sampling
Sampling is process of selection which select a part from the whole population. There are
two kinds of sampling, they are probability and non probability sampling. The probability
sampling is concerned with getting the equal chance of respondent to get selected as a part of
research sample whereas in non probability sampling there is no equal chance offered for the
selection (Gorter, Fox, and Twisk, 2015). Here in this research, the researcher will use
probability sampling to select 25 managers of Ciucas beer company.
Data Collection
Data collection is a process which is collected for a study of research. There are two
kinds of data collection, they are primary data collection and secondary data collection. Primary
data is collected through personal observation, questionnaire, interview, etc (Chen, Zukin, and
Kasinitz, 2015). while secondary research is collected through a published source such as from
journals, magazines, books, etc. The researcher will use primary source of data collection to
reflect outcomes of the research problem.
Data Analysis
Data analysis is a crucial factor which is executing research. The aim of researcher is
mainly focused to generate outcomes of data collection. There are two types of data analysis,
they are qualitative and quantitative (Ortiz - Ospina, Beltekian, and Roser, 2018). The qualitative
data uses descriptive and theoretical form of data while quantitative data uses statistical tool,
software, etc. The researcher will use qualitative data analysis along with thematic presentation.
Ethical consideration
The research will be helpful in maintaining confidentiality for information and data. The
researcher will ensure all the data will be kept private and will be use only for academic purpose
(Stearns, Bairoch, and Kozul - Wright, 2016). Also, the data will be collected through all the
reliable source available.
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REFERENCES
Books and Journals
Amavilah, V., Asongu, S. A. and Andrés, A. R., 2017. Effects of globalization on peace and
stability: Implications for governance and the knowledge economy of African
countries. Technological Forecasting and Social Change. 122. pp.91-103.
Asongu, S., Efobi, U. and Beecroft, I., 2015. Inclusive Human Development in Pre‐crisis Times
of Globalization‐driven Debts. African Development Review. 27(4). pp.428-442.
Baudrillard, J., Poster, M. and Belk, R., 2018. Hyperreality and globalization, culture in the age
of Ronald McDonald. In Consumer Culture Theory (Vol. 8, No. 3–4, pp. 1-15). Stanford,
CA: Stanford University Press.
Chen, X., Zukin, S. and Kasinitz, P., 2015. Local Shops, Global Streets Complexity and
sociability of local shopping streets. Risks of globalization and gentrification. Economic
vitality, ethnic diversity, and the ability to change. Challenge of rents and preserving local
ownership. In Global Cities, Local Streets(pp. 207-218). Routledge.
Cleveland, M., Laroche, M. and Papadopoulos, N., 2015. You are what you speak?
Globalization, multilingualism, consumer dispositions and consumption. Journal of
Business Research. 68(3). pp.542-552.
Filatotchev, I., Bell, R. G. and Rasheed, A. A., 2016. Globalization of Capital Markets:
Implications for Firm Strategies. Journal of International Management. 22(3). pp.211-
221.
Gorter, R., Fox, J.P. and Twisk, J.W., 2015. Why item response theory should be used for
longitudinal questionnaire data analysis in medical research. BMC medical research
methodology. 15(1). p.55.
Henry, C., Foss, L. and Ahl, H., 2016. Gender and entrepreneurship research: A review of
methodological approaches. International Small Business Journal. 34(3). pp.217-241.
Ortiz - Ospina, E., Beltekian, D. and Roser, M., 2018. Trade and Globalization. Our World in
Data.
Ozer, S., Meca, A. and Schwartz, S. J., 2019. Globalization and identity development among
emerging adults from Ladakh. Cultural Diversity and Ethnic Minority Psychology.
Pearson, M. L., Albon, S. P. and Hubball, H., 2015. Case study methodology: Flexibility, rigour,
and ethical considerations for the scholarship of teaching and learning. Canadian Journal
for the Scholarship of Teaching and Learning. 6(3). p.12.
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Sharp, J. A., Peters, J. and Howard, K., 2017. The management of a student research project.
Routledge.
Stearns, P., Bairoch, P. and Kozul - Wright, R., 2016. Globalization in History. Abingdon:
Routledge.
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