A Discussion of Globalization Theories - Through International Consumer Perceptions

Globalization has developed more and more within the business world as well as private life during the last decades. Globalization has influenced the way companies are conducting business and their approach towards the consumers which can have an influence on their way of purchasing. Consumers nowadays have more than ever the possibility to get involved and gather experiences from abroad, as well as companies are taking advantage of this globalization. Within this thesis the following question will be discussed: Do consumers see the value companies try to create for them with an identical offer the same way in different markets? This idea is based on Theodore Levitt’s theory of globalization which comprises standardization of an offer since consumer needs are homogenizing globally. Douglas & Wind instead state that segmentation with adaptations is necessary to fulfill all consumer needs. Within this elaboration the question whether standardization is accepted and liked by the consumers is discussed and analyzed by including an empirical research. This research is based on Zeithaml’s model of the Perceived Quality Components, which was the fundamental base behind formulating the survey questions. These were submitted in Germany, the Republic of Ireland and Sweden to be able to discuss and visualize how the consumers of these different markets perceive different aspects of a company’s offer. One particular company, which is seen as doing business globally, was chosen as a test object. Based on the test object Lidl - which consumers were questioned about in the survey - it was possible to conduct a comparison of consumers’ general expectations against components of Lidl’s offer such as price, weekly specials, product range, etc. where differences and similarities between the three countries of Lidl’s fulfillment of these expectations were achieved. They were analyzed to discover to which extent globalization is present. Resulting from the comparison it was concluded that nowadays segmentation is important but developing with time globalization seems to increase in significance. Recommendations for further research about topics which were omitted due to limited resources are presented.

Sustainability & Consumer behavior towards Sustainability in Norway and Sweden

AimSustainability has become an important factor to consider while buying goods and services. People are being more conscious toward environmental impacts of products and services. This attitude has motivated many businesses to develop their production in contact with sustainability. The aim of this paper is to investigate different consumer behaviors toward sustainability in general and in relation to vehicles in Norway and Sweden.ApproachThe project has been embarked by dividing it into two tasks.1. Analyzing past, present and future development, growth and importance of sustainability concept. Describe the role of Government authorities in Norway and Sweden to promote sustainable consumption.2. Investigating important factors of consumer behaviors which influence their buying decision toward sustainable products in general and in relation to sustainable vehicles. Highlight the role of vehicle manufacturing companies to promote sustainable consumption.MethodA research has been conducted in order to explore consumer behavior toward sustainability in Norway and Sweden. Research is based on Document study and primary research which include questionnaire survey with consumers and interviews with vehicle dealers. In addition an expert inquiry is conducted to light up consumer intensions in Norway and Sweden toward sustainability.ResultsThe result of investigation has been revealed in shape of analyses and conclusion at the end. A comparison has been made between primary research and secondary research and findings are overlapping. Sustainable vehicles are being more popular among consumers in Norway and Sweden. Consumption trends are changing over time and environmental friendly attitudes are more developing among Swedish consumers as compared to Norwegian.

A Consumer Surplus Estimate of Peace & Love festival in Borlänge : A Travel Cost Approach

This thesis uses zonal travel cost method (ZTCM) to estimate consumer surplus of Peace & Love festival in Borlänge, Sweden. The study defines counties as zones of origin of the visitors. Visiting rates from each zone are estimated based on survey data. The study is novel due to the fact that mostly TCM has been applied in the environmental and recreational sector, not for short term events, like P&L festival. The analysis shows that travel cost has a significantly negative effect on visiting rate as expected. Even though income has previously shown to be significant in similar studies, it turns out to be insignificant in this study. A point estimate for the total consumer surplus of P&L festival is 35.6 million Swedish kronor. However, this point estimate is associated with high uncertainty since a 95 % confidence interval for it is (17.9, 53.2). It is also important to note that the estimated value only represents one part of the total economic value, the other values of the festival's totaleconomic value have not been estimated in this thesis.