DEVELOPMENT OF MEASUREMENT MODELS FOR GLOBALIZATION, CONSUMPTION PATTERNS AND CULTURE A Case Study of Three Big Cities of Punjab, Pakistan

Over the course of human history, people all over the world have developed progressively closer contacts. However, in the past few decades, some remarkable developments in the fields of information technology, transportation and communication have provided the process of globalization a new impetus. As a result of this increased global integration, the world has started experiencing its micro level (in addition to macro level effects) effects as well. This has greatly affected the choice of goods and services that people consume in their routine life. In this regard, globalization is considered to have both direct as well as indirect impacts on culture and consumption patterns. The present study is designed to construct measurement variables for globalization, consumption patterns and culture, which can then be used to investigate the nexus between these three variables. For this, primary data has been collected from the three cities (Lahore, Rawalpindi, and Multan) of Punjab, Pakistan. Latent variables has been developed for each three main variables. Statistical techniques such as EFA and CFA were used to endorse that the constructs do actually support the past theories and measure the underlying concepts. The study is an important contribution towards investigating the micro level effects of globalization on consumption patterns and culture.