Global consumer behavior Business & Marketing Essay

Global Consumer Behavior
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Global Consumer Behavior
Country: Switzerland
Switzerland, originally, the Swiss Confederation, was founded in 1291 as three cantons that were nearby sought to form a strategical allegiance. The boldness of this act enticed the neighboring localities to join the allegiance to create a stronger and solid community. It is not until 1499 that their colonialists, the Holy Roman Empire, decided to vacate these shores implying independence for the Swiss Confederation. The independent administrative function drafted their first constitution in 1848, which was modified in 1874. Henceforth, the nation’s citizens gained voting rights meaning that they had the powers to initiate or call for referenda on proposed laws. Further, the document allowed the implementation of a centralized federal government resulting in the abandonment of the confederation.
Nevertheless, the most unique feature of the country, which is located in South Central Europe is its unwavering stand on sovereignty and neutrality. It has distanced itself from international organizations as well as participation in associated activities. Switzerland has grown to be one of the wealthiest countries in the world. On the other hand, there is a widely-held phenomenon that its culture has remained conservative over a longer period with minimal external interruptions. Even then, cultural plurality has remained a primal aspect of its identity with other unique cultural perspectives extending to its consumerist and materialistic aspirations and eventually, in the global marketplace.
Cultural Plurality
Pluralism, regardless of whether it is philosophical, political, or cultural, advocates for some level of irreducible social adversity. On the other hand, it “offers an account of social interaction, understood as an interplay of conflicting and competing positions that cannot be seamlessly reduced to one another, ranked in one single order permanently, or reduced to a single institutional arrangement” (Yumatle, 2014, p. 2724). Pluralism recognizes that society is a factor of diverse or multiple social groups could possess different social position as well as uphold varying interests. The acceptance of this possibility paves way for equal valuation of the different groups and more importantly, they bear the right to be represented in the relevant governing system for the society (Kantzara, 2012, p. 235). This is the system that focuses on the division, distribution, and sharing of social power. In essence, pluralism appreciates the differences that are exit among different social groups, but then these groups have to coexist for the collective well-being.
A cultural pluralist society relates to the dynamism that exists among many minority groups who are participating in their optimal best in the dominant society and the course, maintain their cultural differences. Therefore, different groups are interacting daily and yet, tolerating one another. This relationship is one that has no major conflicts and even better, there is much advocacy for different minority groups in upholding their customs. In Switzerland, cultural pluralism is amon...