Effect of Globalisation on Buying Behaviour

With the introduction of globalization in Indian market, the scenario of whole market has changed. Now, there are many foreign competitors of Indian brands. Before this globalization, Indian brands had to face competition from their rival Indian brand but now the things have changed from last few years. Also, consumers get a lot of foreign varieties of each and every local product. There are many foreign brands like RedMi, Peter England, Reebok etc. which have become so popular among Indian consumers. If we analyze closely then we find that these foreign brands are much popular among the people living in metro or urban cities as compared to those living in rural areas of India. Hence, it can be said quite surely that this globalization has certainly changed the buying behavior of Indian urban consumers and they have been attracted to these foreign products impressively. The current article highlights the impact of globalization on consumer‟s buying behavior.