It was also established that these issues have a bigger impact on the younger than the older generation. In general, global brands are more preferred than the local brands in the country. A similar study that established findings by Assad (2007) was conducted by Opoku (2012). The aim of Opoku’s (2012) study was to evaluate the impact of peer pressure on university students in the county. He established that most young students bought items based on the existing culture.
I reserched that how particular brands get popularity and make consumers buy their products through Fendi. Fendi have their own knowhow, it is ‘Customize services’. Fendi was famous for their special services to each one, it caused why people find Fendi more than other brands (Lee) . When 1960s, economy developed and people had time and money to spend, they wanted their own product like coat, bag, shoes etc, to represent them. So Fendi used this consumers mind, they provided services to each them what they want, they had been famused for it.
According to the 2007 statistics, Saudi Arabia generated 10% of the country’s GDP from industrial manufacturing outside of the petroleum industry, while the petroleum industry contributed 55% of the country’s GDP (Hamman, 296). Additionally, other sectors outside the petroleum industry in the Saudi Arabian economy contributed to offering 6% of the total employment within the economy in 2007 (Hamman, 296). This serves to indicate that the country has an economic potential outside of the reliance on the
International brands are more than local because it increases living standards and falling trust .Consumers life style change according to the customers’ wealth and study. There are 20 high rank foreign brands in China were pinpoint by Millward Brown interviewed in 10 Chinese cities during 2011 and 2013 where the study is complete. The 13 of the top 20 brands were from the US, two from Germany, two from France, one from Italy, and one from the UK/Netherlands Corporation Unilever based on the outcome. Samsung is only branding that Asian trade with South Korea. At last but not least is Culture.
the effects that determine the choice and purchase of foreign products. Moreover, limited sources study the field of generic country image. The majority of the publications are related to the marketing science although the subject is not exclusive to marketing-focused literature. The recent and the most updated publications are following a new trend, focusing on country image considering to be something that can be positioned and valued on the marketplace, as can be products and brands (Gertner, 2011). This trend has been recognized academically through the formation of a distinct field of science.
Generation Y and the influencing factors of consumer behavior Apart from the factors mentioned above, that is the public and the media (Cui 2003). There are others factors as well, which influence the purchasing behavior of this generation. That is one of the most influencing factors which influence this generation is the brand image (Ha 2004). This generation is brand conscious when it comes to their usage of technology especially smart phones (Ha 2004). The Generation Y customers have their own set of special attitude toward the brands and in comparison with the previous generation, they are more connected with factor of creating a brand image.
Doole and Lowe (2008) indicate that the aspects of social/cultural, legal, economic, political and technological should be considered when the firms enter into international marketing. The social and cultural factors on the international marketing are huge (Doole & Lowe, 2008) and difficult to evaluate (Lancaster & Reynolds, 2005). The customers’ perceptions and patterns of buying behaviour are all affected by different
Hollensen (2011) The three components of culture which influence global marketing are Beliefs, Values and Attitude Usunier, J,C. (1993). On a
The consumers now want every new changing style and that puts pressure on the retailer to always have the latest products. As mentioned before media has an important part in consumer demand because it influences trends and consumers look in magazines for the latest trends and then actively search for these key pieces (Hayes & Jones, 2006). Promotional activities such as advertising, websites and magazines are the most popular enticement appealing to almost seven million people. Fashion from mass media and celebrities have a direct influence on the shopping behaviour (Media and Fashion, 2010). Catwalks have been the drivers of fashion and a lot of fashion companies have based its concept on the interpretation on catwalk trends.
The upsurge of consumer culture in Africa presents a compelling investment case for international companies from the “fat” countries, which are progressively looking at rising emerging-market wealth to offset sluggish growth in traditional economies. South Africa was described as the most established retail market on the continent. It also has more consumer spending power, after retail sales increased by an average of 3 percent a year between 2005 and 2012. According to global consultancy McKinsey & Company, by 2030, Africa’s top 18 cities could have a combined spending power of $1.3-trillion as the consumer culture grows. In South Africa, modern retail stores account for more than 60 percent of sales, while in some countries elsewhere in Africa,