The Global Market

Global Markets

Kenneth Goodgames

RES/341

2/14/11

Marcus Geier

The realm of marketing is a forever changing entity that must be understood and monitored so as

to safety navigate the tumultuous waves of a now global market, companies across the world are not only trying to compete against other business in their own region they now have to compete internationally. This study was designed to gain information on how consumers identify with certain products if it's origin of production is similar to their own and also how to use this to a company's advantage.

There are immigrants in every region across the globe who remain loyal to their places of birth, as an extension of their identities they tend to purchase items that reinforce their personal culture. As stated in Consumer Culture or Culture Consumed "The identification of self as belonging to an ethnic group can precipitate certain behaviors (Fiate 1995)." For example, a Scottish immigrant may be more inclined to search out Scottish made products as a mean to reconnect with his or her indigenous culture. This study asks two questions, how do consumers emotionally connect with certain products? Also, does their nationality or heritage affect what products they purchase? It is the purpose of this study to solve the before mentioned questions so as to optimize marketing endeavors in international regions.

The collection methods used were both qualitative and quantitative and were designed to understand the more emotional aspects of product and identity consumption. The first study was qualitative, twelve interviews with Scottish immigrants residing in England were conducted so as to ascertain the relationship between their heritage and identity consumption. The second study was quantitative, 131 online surveys were sent to adults claiming Scottish descent. The email contact list derived from the staff lists of the University of West England, the participants answered closed ended questions in reference to the relationship between the Scottish goods they purchase and their country of origin. Does their heritage have an influence on the amount of Scottish products they purchase?

The last study was also quantitative as well, it comprised of a nationally representative survey that was randomly sent to 2,592 individuals between the age of 16 and 60. The Survey yielded 435 responses that claimed they were either born in Scotland or had Scottish parents or grandparents (Nancarrow, 2007). The information from the Scottish participants was then tallied and analyzed