The unavoidable phenomena of globalization is making the entire planet into a single market. In addition to lowering barriers to international trade and facilitating the flow of information and knowledge, globalization has also caused the world to shrink as it has linked individuals from various cultural backgrounds and made the world a truly global community.

As the world becomes a single market, globalization has played a significant role in empowering businesses all over the world to expand their operations into foreign markets and leave behind their closed-off home markets. Goods and services are now confidently sold on a global scale.

National borders are becoming less important as a result of this circumstance. Furthermore, this scenario finally led to a sharp rise in worldwide rivalry, which is putting local market-focused businesses at a disadvantage and causing them to progressively lose the competitive edge they have worked so hard to get.

From the perspective of the consumer, various customer categories appear to have diverse responses to the dominance of multinational brands. It appears that some consumers cherish and revere global brands and perceive them as status symbols.

However, some consumers may believe that multinational corporations are erasing national identities by imposing Western cultures on our society and endangering regional distinctiveness. The book at the habits of different customer types who use the same product, both locally produced and imported from other countries.

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