Abstract
Consumer behaviors are influenced by social, cultural, psychological and personal factors. Therefore, there are purchasing actions that vary from person to person, from city to city, even from market to market. All businesses that continue to operate on the global lane will have to adapt their strategies to the markets of the countries in which they are located. On this basis, they can turn global success into success in the local market. But what characteristics should be emphasized when the product is served to local markets? What do consumers pay attention to when purchasing this product? The answer to this question is in the application part of our study. To find out why a global detergent brand is taken in local markets. Consumers in the glokal market are trying to find out what they are looking for and why they buy it in global brands. The study was conducted with 250 people in Antalya city center. It includes a survey of women over the age of 20. The data of this questionnaire was evaluated and interpreted.
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