Guiding customer behavior in terms of globalization

Globalization is undoubtedly the most widely used concept utilized to explain everything nowadays. Despite of its extensive usage, there is not a common definition agreed upon the concept of globalization. It might be useful to consider globalization as a process isolating it from definitions that were shaped by ideological perspectives. Globalization, a result of human interaction, has its roots as deep as the beginning of this interaction. Therefore it is vital to comprehend globalization correctly in order to make sense of today's economic relations. Moving from this direction we can understand how consumer behavior has changed from past to present. With social relations shaped by economic concerns and expanding as it never has as a result of globalization, human needs have remained below the levels aimed by the product and service providers. Thus, in order to increase sales, consumption patterns must be changed and new consumer needs has to be originated. This is possible by guiding consumers and turning consumption into a culture. Due to the difficulties in changing individuals who are attached to religious and social values, mediums like media and television are utilized to metamorphose the human wants and to change the perception of concepts like brand, fashion, old and need. This way, consumers are driven to race for consumption. In order to explain how this guiding take place, this work is divided into five parts. In the first part the word of globalization is clarified and in the second part what affects the process of consumption decision of an average consumer is explained. In the third part how aforementioned consumer behaviors are guided is explained in detail by supporting with economic data. In the final part solutions as to what could be done against the indifferent consumer behaviors in consumption patterns are offered. Keywords: Consumer, Consumption, Globalization, Need, Popular Culture