أثر الشركات متعددة الجنسيات على تغيير سلوك المستهلك -"الإشهار نموذجا"

Abstract

Through their strategies and their high control in cross-border mergers and acquisitions, and through the conduct of many strategic alliances, multinational companies have proved to be extremely resilient in the face of various global crises and instability in the global economy. This has also helped them by acquiring all the hegemonic features To the world economy and to the world trade of goods and services and to the movement of factors of production of capital, employment and technology, and this has led to a modern geo-economic chart whose main character is to lead and guide the most economic sectors A strategy in accordance with the interests of their profitability at the expense of depleting the wealth of developing countries and at the expense of all legislation and customs that defend the environment. As for the behavior of the consumer, and to understand it more, we take into account the different factors affecting its behavior. It is influenced by psychological and socio-cultural factors. There is a range of tools used to influence this behavior, including advertising, To serve the interests of these companies, to achieve high levels of sales, thus invading the market and opening up to new markets in developing host countries, through the advantages enjoyed by multinational companies. Key words: Multinational companies, Consumer’s behavior, Advertising.