IMPACT OF GLOBALIZATION ON CONSUMER BUYING BEHAVIOR

In a number of ways, globalization can be seen as a synonym of today's times as it affected not only the economic, and political areas of managing individual economies and people's lives, but also the cultural, religious and social spheres. From the point of view of consumer buying behaviour, free market with almost unlimited opportunities is the consequence of globalization. Products that cannot be bought at the home stores are ordered via the Internet or mobile device from anywhere in the world. In addition, the price and the quality of the goods can be quickly and efficiently compared and buyers can choose the best alternative, i.e. goods that meet all their requirements. Not to mention that a lot of information about products or new trends can be searched for through the Internet and we can communicate with people from all over the world. For this reason, globalization processes supported by internationalization, information technologies, top-level logistics systems and advanced communication have created a global market where there are almost no restrictions. The products and services offered by domestic and foreign companies are being constantly improved and upgraded because of consumers whose demands and needs grow from year to year. The aim of the paper is to highlight the advantages and disadvantages of globalization that have an impact on the consumer behaviour of particular generations, whereas attention will be paid to online shopping, trends and communication.