Young Consumers’ Perceptions of Multinational Firms and Their Acculturation Channels Towards Western Products in a Transition Economy

International Journal of Emerging Markets, Vol. 1, No. 3, pp. 212-224. DOI: 10.1108/17468800610674444

Posted: 27 Dec 2017

See all articles by Jung Wan Lee

Jung Wan Lee

Boston University - Department of Administrative Sciences

Simon Tai

Bang College of Business

Date Written: September 30, 2006

Abstract

This research aims to focus on the understanding of how young consumers (generation Y) in transition economies perceive western multinational firms, what factors influence their consumption preferences of western products, and what are communication channels that affect their purchasing intensions of western products and brands. Data were collected by interviews of consumer focus groups for qualitative implications, and survey questionnaires were developed to obtain quantitative data for statistical analyses to provide additional insights during the period from September to November 2004 in Almaty, Kazakhstan. The findings suggest that due to the influence of increased contacts with western cultures, people, and products through mass media (mainly TV) and marketing campaigns by multinational companies, most of the young consumers in transition economies have favorable attitudes towards western products and things, and they have high appreciation especially for global brands. However, product attributes could mean different things in different cultures. The results of this study are exploratory in nature and should be tested and reviewed with further studies. Because this study was conducted within a single segment, validation of these findings in other segments will require additional research. Different sample groups can be tested for validation purposes. Finally, this study was limited to the cogitative responses of consumers with limited investigation of actual consumer purchasing behavior. The researchers suggest that marketing managers should seek to communicate and promote their brands and products as symbols of global consumer culture, and if possible, utilizing celebrity advertisements as marketing communication tools, especially to young consumers in transition economies. The objective would be to have consumers identify their brand and product as a sign of membership in the status‐seeking, achievement‐oriented and hedonic segment markets.

Keywords: Emerging markets, Transition management, International marketing, Marketing communications, Consumer behavior

Suggested Citation

Lee, Jung Wan and Tai, Simon, Young Consumers’ Perceptions of Multinational Firms and Their Acculturation Channels Towards Western Products in a Transition Economy (September 30, 2006). International Journal of Emerging Markets, Vol. 1, No. 3, pp. 212-224. DOI: 10.1108/17468800610674444 . Available at SSRN: https://ssrn.com/abstract=3091403

Jung Wan Lee (Contact Author)

Boston University - Department of Administrative Sciences ( email )

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

Simon Tai

Bang College of Business ( email )

KIMEP
Almaty
Kazakhstan

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