Consumer Behaviour in Developing Nations: A Conceptual Overview

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Author(s): Ayantunji Gbadamosi (University of East London, UK)
Copyright: 2016
Pages: 29
Source title: Handbook of Research on Consumerism and Buying Behavior in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-0282-1.ch001

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Irrespective of the differences between us, one of the binding cords that explain our homogeneity is that we all are consumers. However, there are idiosyncratic issues that might still differentiate consumption in one society from another. These constrain the extent to which we can generalise on the existing relevant postulations. Hence, this chapter presents a critical overview of consumer behaviour with reference to developing nations to give a well-focussed discussion of the topic. It shows that the consumer in these nations is influenced by personal, social and cultural factors, and the marketing stimuli. However, it also emphasises that despite the conventional understanding that developing nations are characterised with low development in many areas; globalisation and civilisation are introducing many changes into these societies. Consumers' taste and awareness in these countries are changing. Hence, while the plans for approaching marketing activities in developing nations will have to be contextualised, they also need to be made more dynamic, and robust to keep up with the pace.

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Consumer Behaviour in Developing Nations: A Conceptual Overview

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