The future is predictable for international marketers: Converging incomes lead to diverging consumer behaviour

Discusses the globalisation of markets and questions the assumption that economic development would result in the converging needs of consumers and standardisation of marketing and advertising. Claims that consumers’ values are strongly rooted in history and tradition and that with the convergence of incomes, people have more freedom to express themselves and this is done through their own specific value patterns. Outlines Hofstede’s five dimensions of national culture. Investigates consumer behaviour across different nationalities for a sample of products and services.