Abstract
South African Generation Y students' global consumer orientation
Highlights
A global consumer orientation refers to the consumption preference for brands, products and services that are perceived by consumer across the globe (Alden et al, 1999; Steenkamp, 2019; Czarnecka et al, 2020)
Managerial implications: For managers of multi-national corporations, the findings of this study suggests that a global positioning strategy is suitable for targeting Generation Y consumers in South Africa
The purpose of the study reported on in this article was to test a multi-dimensional acculturation to global consumer culture measure amongst Generation Y university students in the South African context
Summary
A global consumer orientation refers to the consumption preference for brands, products and services that are perceived by consumer across the globe (Alden et al, 1999; Steenkamp, 2019; Czarnecka et al, 2020) This global consumer culture is driven by the forces of globalisation, which include inter alia global media, digital platforms, international transportation, multi-national organisation marketing, global trade and international payment methods (Alden et al, 2006; Steenkamp, 2019). As these boundaries dissolve to create a more global market, so segments of global consumers emerge, who associate similar meanings to people, places and consumption goods (Alden et al, 1999) While there are those that assume that this global consumer culture represents a homogenisation of consumers across the world (Levitt, 1983), others view it more as the global diffusion of typically Western consumption-related signs and behaviour (Akaka & Alden, 2010; de Mooij, 2014). Others opine that it is more complex, with the forces of globalisation resulting simultaneously in more convergence and divergence across the globe (Cleveland & Laroche, 2007; Berry et al, 2014), with a hybridisation of local and global consumer cultures (Sandikci & Ger, 2002)
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