ICT of multinational company products and its impact on consumption behavior in the era of globalization Shukla Jyoti* Assistant professor, Rajkiya Kanya Maha Vidyalya, Shimla, India *Email: drjyotishukla@gmail.com
Online published on 19 March, 2024. Abstract Any development decision related to consumer products must be taken at the most micro-level while taking full account of the macro-level implications. This is captured succinctly in the aphorism “think globally, act locally”. Today in the era of liberalization majority of consumers are consuming MNCPs and the urban household consumption behavior has been influenced by the products of MNCs. It was also noticed that consumers have less knowledge regarding the standards and codes used by the MNCPs. To explain the characteristics of MNCP products regarding its ICT level, it is important to determine Indian consumer attitudes towards MNCP's ICT level. Accordingly, the research was conducted. It was exploratory. The locale of the study was Hyderabad and Secunderabad. The total sample sizes of 300 were selected by using stratified random sampling techniques 100 each belonging to three income categories viz HIG, MIG, and LIG. An interview schedule was designed for the collection of data from the respondents. For gathering information the following five scales were developed.- Consumer product susceptibility and innovativeness Scale (CPSIS), The Consumer Ethnocentrism Scale (CES), The Goal Congruency Scale (GCS), Product Influence on Attitude Scale (PIAS), The Enculturation - Acculturation Scale (EAS). with the increase in Ethnocentrism level and product's influence, there was a decrease in the level of Enculturation - Acculturation. From the findings of the study, it can be firmly concluded that for the development of integrated consumer personality and to equip, empower, and enable the consumer with required information of MNCPs, consumer education related to the sustainability of products through multimedia is very much essential. Top Keywords Enculturation, Acculturation, Goal Congruency, Ethnocentrism, Susceptibility, Innovativeness, MNCP-Multinational company products, HIG-high Income Group, MIG - Middle Income Group, LIG - Low Income Group. Top |