Globalization In International Marketing

1.4.3 Globalization in International Marketing

Globalisation is solving the technological problems, fulfilling all consumer needs, satisfying their demands in a fast paced social market that form the global network of Islamic social culture. Ardalan (2008) states that the era of globalization is a great period to maintain the development of economic, social, and political aspects of governments internationally. It is implemented to avoid the poverty and create opportunities for jobs, ideas, identities, practices and values. Globalization is a powerful social force which is based on free market principles affecting people, from wealthy countries such as executives and others who occupy prominent positions in the government, where they attempt

Consumption of some of the global products such as soft drinks may be influenced by the temperature of a region. The role of the government is also a big factor that influences customers’ consumption of global products or desist from consuming them. In gulf countries where mostly the governments have a central role in enhancing the Muslim values and way of life, the consumption of global products may be affected by the guidelines that are given by the governments on what is suitable and safe or not for

With the use of the internet communication media in sharing the information on the international markets, the customers’ perception towards the global products has been enhanced positively. However, Paul and Rana (2012) argue that the ease in the availability of the information is a major factor in preventing local customers from engaging with the international market. He explains how international companies had the strength of communicating about their products due to the financial and social muscle. With the rise of the social media and other forms of internet communication, local companies have the ability to not only communicate about the products or services that they offer, but also to offer information on why they are the best compared with the international competitors. Consumers’ behaviour and attitudes towards the international marketing is also influenced by their learning capability. Punyatoya (2014) asserts that with learning, consumer consumption behaviour is likely to change with time. However, without adequate learning consumers are likely to retain their traditional consumption behaviour trends that favour local products. The ability of consumers to learn new things is crucial in determining whether their attitudes or behaviour will be influenced by the international trade.