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EMAC 2019 Annual Conference

Common local, unique global? - The motivation to choose between local and global products

Published: May 28, 2019


Tamás Gyulavári, Corvinus University of Budapest; Jhanghiz Syahrivar, Corvinus University of Budapest


need for uniqueness; preferences towards global products; price sensitivity


This study investigates a special motivation of consumers to choose between local and global products. We tested need for uniqueness of our respondents and if the global or the local products deliver the promise of speciality for those who do not want to be ‘another brick in the wall’. In addition, the moderating role of price sensitivity has also been examined. We carried out a standard questionnaire survey among university students about fashion products. Based on the answers of 202 respondents, we conclude that the consumers who seeks for the uniqueness in products tend to prefer global brand instead of the local ones. We could not prove the moderating effect of price sensitivity on this relationship.