Published Paper Details:

Consumer behaviour is a key component of marketing research because it helps us understand how people and groups decide what products and services to consume. Businesses continuously strive to have a better knowledge of customer behaviour in order to more successfully adjust their marketing tactics and satisfy consumer needs as the global marketplace grows more competitive and dynamic. In this context, a sizable amount of research has been devoted to analysing consumer behaviour, frequently emphasising multinational companies (MNCs) as important players in the international market. However, it is crucial to recognise the tremendous contribution that MSMEs--micro, small, and medium-sized enterprises--have made to the world economy. MSMEs are essential to many industries, creating jobs, fostering innovation, and fostering economic progress. Recognising the considerable contribution that MSMEs (micro, small, and medium-sized companies) make to the world economy is crucial. MSMEs are essential in a number of industries, creating jobs, fostering innovation, and boosting the economy in several ways. By comparing the similarities and variations in customer behaviour patterns and decision-making processes, the comparative research between MNCs and MSMEs provides a unique viewpoint. It investigates the effects of variables on customer behaviour in MNCs and MSMEs, including brand perception, product quality, price sensitivity, and cultural impacts. This study aims to shed light on the main influences on customer behaviour in various organisational environments by evaluating these variables. In the globalised and linked world of today, understanding the contrasts between MNCs and MSMEs in terms of customer behaviour is extremely important. MSMEs operate on a smaller scale with less resources but may benefit from localised expertise and customisation while MNCs may have considerable resources and widespread brand awareness. Consumer behaviour in these various organisational environments is compared. In conclusion, by undertaking a comparison between MNCs and MSMEs, this conceptual paper seeks to add to the body of knowledge already available on customer behaviour. This study aims to shed light on the elements that influence consumer decision-making in these various organisational contexts by examining the similarities and variances in consumer behaviour patterns. The results of this study may influence MNCs and MSMEs' marketing plans, enabling them to interact and target customers in a market that is become more competitive on a global scale. Finally, the paper suggests future research directions to enhance our understanding of consumer behavior in the context of MNCs and MSMEs.