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Consumer Behaviour in Developing Nations: A Conceptual Overview

Consumer Behaviour in Developing Nations: A Conceptual Overview

Ayantunji Gbadamosi
Copyright: © 2016 |Pages: 29
ISBN13: 9781522502821|ISBN10: 1522502823|EISBN13: 9781522502838
DOI: 10.4018/978-1-5225-0282-1.ch001
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MLA

Gbadamosi, Ayantunji. "Consumer Behaviour in Developing Nations: A Conceptual Overview." Handbook of Research on Consumerism and Buying Behavior in Developing Nations, edited by Ayantunji Gbadamosi, IGI Global, 2016, pp. 1-29. https://doi.org/10.4018/978-1-5225-0282-1.ch001

APA

Gbadamosi, A. (2016). Consumer Behaviour in Developing Nations: A Conceptual Overview. In A. Gbadamosi (Ed.), Handbook of Research on Consumerism and Buying Behavior in Developing Nations (pp. 1-29). IGI Global. https://doi.org/10.4018/978-1-5225-0282-1.ch001

Chicago

Gbadamosi, Ayantunji. "Consumer Behaviour in Developing Nations: A Conceptual Overview." In Handbook of Research on Consumerism and Buying Behavior in Developing Nations, edited by Ayantunji Gbadamosi, 1-29. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0282-1.ch001

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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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