Consumer landscape- a global identikit?

The third part of today.

After our discussion of consumer landscapes, we considered a number of images showing a shopping mall in Mumbai, India.


The first point that stuck you was that landscape of the shopping mall in India, reflected the same consumer wants in Nottingham or Derby. A couple of stereotypes were challenged by this, the idea that India is all poor… 🙁 We could have took images from several major world cities and have found the same theme occurring…

But why has this happened?

As I suggested in the lesson, increasingly world cities have become interdependent through the process of globalisation.


We can imagine that world’s major  cities are like islands in the sea connected by roads, these roads represent transport links, telecommunications and the flow of capital (money).

India has a growing wealthy and educated middle class, as a result of this, and their aspirations being raised through exposure to the global media, it is sensible to believe that they will desire similar landscapes for their consumption and consumer goods. Hence, we are seeing a type of global consumer landscape, where the same consumer goods are sold by the same multi-national companies.

But if the cities are islands, this means that other areas are not connected to this global motorway. As illustrated by this other image of Mumbai, a completely different type of consumer landscape.


Or this market in Nairobi, Kenya.


Remember that we must not make value judgements, as you suggested, this market may not have a McDonalds, but the food may be fresh and locally grown, people may know each other, it looks vibrant and community orientated, you felt that you would get value for money!

So in some ways globalisation is making the world closer and more similar, but in other ways it is exaggerating our differences.

A little personal example, next Friday I will travel to speak at a conference in Warwick, the journey will take more three hours, one and a half hours more than a journey from my house via East Midlands Airport to Berlin.

Is the world any smaller?

I hope you understand this, I think I’m struggling 🙂

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  1. Posted June 28, 2007 at 5:54 pm | Permalink

    Jeremy Clarkson flew round the world in 5 days I think it was, and his last line was:

    “Some say the jet has made the world a lot smaller, but let me assure you, after the collossal journey I’ve just made, it’s simply made it much, much bigger

  2. Posted June 28, 2007 at 7:09 pm | Permalink

    Great quote! 😉

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