Localisation & globalisation marketing strategy of MNC’s

Abstract

The customer behaviour is different towards different sectors. There are some sectors where the consumer prefers to select brands which showcase themselves as international and global brand whereas in some sectors, the consumers prefer the brands connected more to national traditions and culture. This behaviour also changes across the demography, age group and gender. The younger people might look towards a brand from quality perspective whereas older people might look towards it because of the status symbol through its international presence. In our report, we are looking at various factors which influences the consumers behaviour towards advertisements. Also, we will be analysing how this behaviour will change across sectors. This could help firms in designing a marketing campaigning for a specific target segment.