Impact of Globalization on Consumer Behavior (1990-2000)

Desklib provides past papers and solved assignments for students. This report analyzes the impact of globalization on Gen Z consumer behavior.

PART 2 – THE RESEARCH & REPORT
HOW GLOBALISATION HAS AFFECTED BEHAVIOUR OF CONSUMERS BORN
BETWEEN 1990-2000
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EXECUTIVE SUMMARY
Globalisation is the process of integration of markets of the world, this integration process
makes an impact on the buyer behaviour of people especially in the behaviour of the
generation which is born after the beginning of globalisation process. This generation has seen
a number of international brands right from their childhood and developed a familiarity with
these brands. Some of the foreign brands have become so much familiar to the local population
that the majority of people don’t even realise that the brand they are using since a long time
has roots in some foreign country. This report used different qualitative and quantitative data
collection techniques so that a detailed analysis of the buyer behaviour of the young generation
born after 1990 can be done. The generation born after 1990 and before 2000 is also called Z-
generation. A survey is also conducted in the report with 60 respondents which provided an
idea about the consumer choices when they purchase different products of their need.
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Table of Contents
EXECUTIVE SUMMARY...................................................................................................................2
RESEARCH METHODOLOGY........................................................................................................... 4
RESULT/FINDING..........................................................................................................................10
DISCUSSION................................................................................................................................. 26
CONCLUSION AND RECOMMENDATIONS....................................................................................27
REFLECTION................................................................................................................................. 28
REFERENCES……………………………………………………………………………………………………………………………29
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RESEARCH METHODOLOGY
INTRODUCTION
The research methodology explains different methods used for the data collection so that
reliable conclusions can be drawn. The current research aims to find out the impact of the
globalisation process on the generation born in the 1990s. This generation is important from
the point of view of globalisation process because most of the globalisation efforts took place in
this period and this generation has seen the impact of globalisation right from their childhood.
The research will collect the data regarding the behaviour of this generation which helps in
understanding their buying pattern (Banister et al., 2011). The detailed analysis of this data will
provide useful inputs to understand the globalisation process and the consumer behaviour of
this generation.
RESEARCH ONION
Figure 1: Layers of research onion
[Source: Saunders and Lewis, 2012]
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Research onion is a framework which is used to define different steps which need to be
followed for the research methodology. In the outermost layer, the research philosophies
related to pragmatism, realism and positivism are discussed. The next layer is of research
approaches which can be of two types deductive and inductive. In the third layer, the research
strategies are decided; different strategies adopted may include experiment, survey, action
research or grounded theory (Feilzer, 2010). The fourth layer of the research onion represents
different methods to collect data such as qualitative and quantitative data collection methods.
In the subsequent layer of the research onion several other methods of data collection are used
and in the final layer of the research onion, the findings of the research are arranged to draw
appropriate conclusions.
RESEARCH PHILOSOPHY
This part of the research explains some of the most important theories which are necessary to
understand the purpose of the research. Objectivism, Positivism, Constructivism, and realism
are some of the philosophical approaches which are used in this research project. Objectivism
explains the impact of a particular thought or action on social phenomena. Constructivism
theory provides an opposite theory from the objectivism, it explains that the social actors make
an impact on the objectives of the research and it is necessary to understand all these impacts.
The positivism is mainly dependent on the scientific findings of a particular phenomenon it
asserts that the scientific discoveries are the only reliable hypothesis for a particular
phenomenon (Franklin, 2012). The theory of pragmatism is related to understanding the impact
of a phenomenon on the social and cultural life of the people. This theory also explores the
attitudes of the people associated with the outcomes of the research. The philosophical
theories help in understanding the behaviour of the customers in responses with the changes in
market conditions.
RESEARCH APPROACH
The research approach explains two methods which are deductive and inductive. In the
deductive process the focus is testing the theory while in inductive approach focuses on
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developing a new theory. The inductive approach of research tries to find out the basic
fundamental being an ideology of thought. This theory gathers general facts and turns these
general facts into a hypothesis by the help of well-researched facts and figures to support a
particular phenomenon (Herrman, 2009). On the other hand, the deductive way of research
considers the already available facts and by analysing these facts come to a logical conclusion.
The validity of a logically deducted statement can be verified by the primary hypothesis are all
the results of such logic are used on this primary hypothesis. In the current research, both
inductive and deductive approach of research is used.
RESEARCH STRATEGY
The research strategy will focus on using different methods of data collection such as surveys,
focus groups, interviews and the literature review of renowned authors. The consumers born in
the 1990s have acquired a specific buying behaviour which is driven by the market forces and
the online environment. This report assesses the buying behaviour of this group of customers it
is necessary to understand their thought process when they buy a particular product. The
interviews and the surveys ask some questions related to things they consider while buying a
product through physical stores or online (Howell, 2013). The response of the customers will
give an idea about consumer behaviour and choices.
CHOICE OF RESEARCH METHODS
This research has used different approaches for the data collection. The primary data is
collected with the help of surveys and the secondary data is collected with the help of a
literature review. These methods of data collection are selected on the basis of authenticity of
the data. While taking a survey, the participants are asked questions which are particularly
focused to find the solution for problems, these questions are arranged in such a manner so
that responses of the respondents can be collected in a structured manner (Mackey and Gass,
2015). The method of survey is effective because the responses of the customers are cross-
checked through the responses of different participants and finally a logical conclusion is
drawn. The literature review used in the report also provides a reliable set of data as the
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hypothesis provided in the literature review is based on the thoughts and the logical deduction
of experts in the field. These experts provide their views after a detailed study of a certain
topic. Therefore, the review of this literature provides very useful information for the research
and by arranging this data in a logical manner, accurate logical data can be drawn.
LIMITATIONS AND PITFALLS OF DIFFERENT APPROACHES TO DATA COLLECTION
The data collection methods used in the research are customer survey and literature review. A
variety of benefits of these data collection methods are discussed above, however, there are
certain negative points of these research methods which need to be considered carefully so
that authentic data is collected for the research. The data collected through the questionnaire
may not always be able to provide the right perspective of the customer because the customer
may be biased in his approach (Polit and Beck, 2010). If the customer has distorted views about
a particular community or religious groups the answers given will reflect his biased views, which
can negatively influence the outcomes of the research. In the literature review, the data
collected through different sources may not be updated. When the data is collected from
different online sources, the older version of the author’s work is also available on the internet
and if the latest data is not used for the research, it may influence the findings of the research.
Wrong data will lead to faulty a logical deduction which is nearly a disastrous step for a
company. Therefore, it is necessary to ascertain that the data used for the research is updated
and the latest journals and reports from the newspapers are used so that the current buying
pattern of consumers can be assessed.
RESEARCH SAMPLING
The research sampling is the process of assessing the views of small chunks of people so that
the buying pattern of the masses can be analysed. In the current research, the sample size
taken is of 60 respondents these respondents are asked 15 questions related to their buying
behaviour (Silverman, 2013). The age group taken for the research is from 20-50 years because
these are the respondents who are born between 1990 and 2000. By assessing the views of
these 60 respondents, a general idea about the buying behaviour of the customers will be
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assessed which can be used to make better marketing policies and improving the design of
products and services.
DATA COLLECTION
The data collection process includes collecting both quantitative and qualitative data. The
qualitative data includes the views and opinions of the customers and the nature of this data is
descriptive. This data can be used to understand the impact of globalisation of the Z-
generation. The qualitative data may not be able to provide quantifiable results but it helps in
analysing the general view of the customers (Taylor et al., 2015). The quantitative data, on the
other hand, provides data in the form of numerical figures which can be interpreted into results
easily. The quantitative data is collected with the help of questionnaires where responses of the
participants are used to make a research hypothesis. These data collection methods help in
gathering reliable data about the research topic.
RESEARCH DESIGN AND TYPE
The research design is a framework which is chosen by the researcher to arrange different
components of research in a logical manner. The design of the research decides what type of
data collection method is going to be used in the research. The research design also explains
the data analysis method used in the research, the collected data need to be analysed with the
help of different tools so that research findings can be arranged logically (Wiles et al., 2011).
When the research design is done properly, minimum bias is produced in the research and
probable objections in the research can be identified in advance. By identifying the probable
objective proactive steps can be taken to resolve various problems.
VALIDITY AND RELIABILITY
The data collected with the help of different data analysis methods should fulfil the
requirements of validity and reliability. The reliability of the data means that it must have the
capability to give consistent results over time. The validity of data is the measure that the
presented data is able to justify the research objectives. If the data of research is able to meet
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the criteria of validity and reliability, it will be able to give results which can be used at different
platforms (Howell, 2013). In absence of validity and reliability, the data will provide inaccurate
results and the findings of the research will not be able to truly represent the research
objectives.
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RESULT/FINDING
QUESTION 1
44%
26%
18%
12%
Which age group do you belong?
20-25
25-35
35-42
43-50
Response Table
20-25 25
25-35 15
35-42 10
43-50 7
Total 60
Out of 60 respondents, were form the age group around 70% of respondents were from the age
group below 35 years. A majority of respondents from this age group were below 30 years; this
is the age group the research is focusing on to understand the impact of globalisation on the
buying behaviour of young customers.
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QUESTION 2
Response Table
Male 32
Female 28
Total 60
Out of 60 participants in the survey, 32 respondents were male and 28 respondents were
female. A balanced proportion of males and females was taken to analyses the impact of
globalisation on both the genders.
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Male Female
0
5
10
15
20
25
30
35 32
28
0
Gender of respondents?

QUESTION 3
92%
8%
Have you ever heard about the term
Globalization?
Yes
No
Response Table
Yes 55
No 5
Total 60
55 respondents out of 60 replied that they are aware of the term globalisation. The
respondents being aware of the globalisation phenomena represents that they are capable of
answering the questions appropriately. The validity of the research is improved if the
respondents are well informed about the research topic.
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