Transformations in
Business & Economics
- © Vilnius University, 2002-2011
- © Brno University of Technology, 2002-2011
- © University of Latvia, 2002-2011
Article
Globalization Process vs. Consumer Behaviour in the Market
Katarzyna Wlodarczyk-Spiewak
ABSTRACT. Globalization is treated as a dynamic historical process. Driving forces behind the phenomenon in question not only contribute to its development, but also indirectly affect the consequences arising from it. Furthermore, globalization, just as every socio-economic phenomenon, provides opportunities that are grasped only by some entities and threats that are faced by selected countries, branches, sectors, firms or other participants in this process.
The actions taken by contemporary consumers are shaped by a number of various trends and factors. The main aim of the paper is to present selected manifestations of consumer behaviour in the market. The behaviour in question is affected by developing globalization. Nevertheless, this may seem debatable as globalization is a continuous process and hence is still evolving. All of the above produce new consequences and intensify or eliminate the hitherto existing ones.
KEYWORDS: globalization, consumer behaviour, family economics, society.
JEL classification: D10, D11, Z13.