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Demystifying Global Consumer Choice
Article

Demystifying Global Consumer Choice

What really drives consumer choice around the world? An intensive BCG research project offers three key insights.



Editorial Rating

9

Qualities

  • Applicable
  • Overview
  • Concrete Examples

Recommendation

The Boston Consulting Group surveyed 15,000 consumers, analyzing hundreds of variables to understand the local market dynamics in Australia, China, France, Germany, Japan and the United States. The results provide insights into diverse product categories, from snacks and beverages to luxury retail and leisure travel. If you’re beginning to think a one-size-fits-all approach will work in this increasingly globalized world, the Boston Consulting Group will convince you that local knowledge still matters.

Take-Aways

  • Though the world is connected by social media and globalization, consumer choice still varies primarily by location.
  • For most products, there is no such thing as an effective global strategy; companies need to cater to local tastes. 
  • To understand consumer choice, pay attention to context. 

About the Authors

Aparna Bharadwaj (Singapore), Lauren Taylor (Dallas), Ben Eppler (Dallas), Gaby Barrios (Paris) and Patrick Witschi (Singapore) are professionals with the Boston Consulting Group.


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