I need some assistance with these assignment. western versus regional consumer behaviour models Thank you in advance for the help!

I need some assistance with these assignment. western versus regional consumer behaviour models Thank you in advance for the help! What separates Western views of consumer behaviour from the regionalized marketing strategy is the quantity of research information provided on consumer lifestyle in the U.S. and United Kingdom (as two examples) versus resource restrictions in the international community on market characteristics and homogeneity. Additionally, the approach to Western consumers is one in which the business must have flexibility and adaptability in areas of production and procurement in order to find sales success. This means oftentimes restructuring the organization to support new product development or rapid innovation, however largely driven by external consumer behavioral characteristics. Foreign marketers are often limited through resource allocation concerns or simply do not have enough localized market knowledge to proceed with effective marketing strategies.

The Western consumer behaviour models

The Western model of consumer behaviour is rather generic when compared to international models, especially in terms of the use of the positioning map and the five-stage involvement model running from problem recognition through supplier selection. Basic human behavioral traits act as the foundation for these models common throughout the world, thus rather standardized. Based on segment preferences, either demographic, geographic or psychographic related to lifestyle or attitude, Western models identify the consequences of decision-making, based on certain environmental conditioning scenarios or social influence, and predict buying trends using modified or standardized versions of the selection and purchase processes.

However, Martin-Consuegra, Molina & Esteban (2008) identify a key difference in Western consumer behaviour models related to market orientation. A market-oriented firm is responsive to external changes in market demand or personal preferences related to the product and has built a more flexible operational model in order to service.

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