Küreselleşmenin Tüketim Kültürü ve Davranışı Üzerine Etkisi

Abstract

Discussing the effects of multinational global companies’ worldwide economic activities on consumer culture, the research focuses on strategies as expose, sale and cultural integration which multinational company brands implement in local markets having different dynamics. The implications of these strategies on consumers’ consumption habits and on the meanings ascribed to brands in Turkish markets are discussed. To this end, enabling personal opinions and perceptions of interviewees to form the basis of the research, qualitative research methods are used. In accordance with this method, interviewees are determined with snowball sampling technique and semi-structured interviews are conducted with thirty interviewees, fifteen of whom are Turkish citizens and the other fifteen of whom are American citizens living in Turkey.