Consumers and Cross-Cultural Values

Many believe this is the time where by the influence of global media and communication technologies promoting western values along with are omnipresent.However, for some, this remains a contested and make-believe thought defying the influence of local/ indigenous values on the consumers'behaviour.This work tries to unveil how a native Ethiopian audiences respond to commercials promoting local and western values: and also tries to explore the major factors on play impacting their patterns of behavior in decision-making.