Question

Gigi is a consumer who thinks the global success of a company is a signal of quality and innovation. Gigi is also concerned about companies behaving responsibly on issues like consumer health, the environment, and worker rights. According to the Harvard study on global brands and global populations discussed in the reading, to which market segment does Gigi likely belong:_________

Answer 1

Answer: Global citizens

Explanation:

Global citizens tend to gravitate towards foreign goods because they believe them to be of better quality. Gigi here likes global goods because Gigi believes that if a company can be successful on a global scale, they must have better quality.

Global citizens however care about the working conditions of the employees of the people producing these goods as well as our responsibility to the environment. They believe that companies should pursue Corporate Social Responsibility to ensure that workers are treated well and the company introduces policies to help the environment.