The convergence of consumer needs at the macro level may be evident, but it does
not necessarily mean that individual consumers will adopt all the products from around
the world. Globalization does not suffocate local cultures, but rather liberates them
from the ideological conformity of nationalism.27 As a result, we have Become ever
more selective. Therefore, you find one of your friends at school in the United States
driving a Toyota Tacoma (a Japanese compact trucks made by General Motors and
Toyota in Fremont, California), enjoying Whoppers at a Burger King fast food
restaurant (an ex-British company , now American), and practicing capoeira (a 400-
year-old Brazilian martial art); another friend in Austria is driving a Peugeot 107
(a French car made by Toyota in the Czech Republic, Also marketed as Citro € en 1 and
Toyota Aygo), enjoying sushi at a sushi restaurant (a Japanese food), and practicing
karate (an ancient Japanese martial art); and a cousin of yours is driving a Ford Escape
(an American sports utility vehicle jointly developed with Mazda, a Japanse automaker),
munching on pizzas (anAmerican food of Italian origin), and practicing soccer
(a sport of English origin, known as football outside the United States and some few
other countries). In other words, thanks to market globalization, not only have we
Become more receptive to new things, but We also have a much wider, more divergent
'' choice set '' of goods and services to choose from to shape our own individual
preferences and lifestyles. This is true Whether you live in a small town in the United
States or in a big city in Europe. In other words, the divergence of consumer needs is
taking place at the same time. For example, Pollo Campero, a Latin American fried
chicken chain from Guatemala, the which offers a crunchy bite of chicken with a Latin
service in a Latin-American environment, has been quietly catching on in the United
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