Glocalization of Consumers in the Caribbean

Abstract

Cultural value systems have a direct effect on consumer behavior and vary by the major cultural dimensions between countries. It is important for marketers to understand the factors that influence consumer behavior to develop their marketing strategy. It is also important to understand the possible differences within a culture (sub-culture). However, in the recent past, changes in the technology is playing a significant role in how marketers develop marketing strategies that address cultural and sub-cultural factors from both a domestic and global perspective; that means marketers must adhere to the Levi-Strauss maxim to think globally but act locally. This chapter is an example of how this is done in Trinidad and Tobago. The chapter gives a description of the culture of Trinidad and Tobago. A company case study that specifies how marketers develop strategies with the goal of providing precisely defined marketing messages that satisfy consumer's need products and services so that consumers should be adequately stimulated to purchase the products being offered.