One of the key areas of the globalization process that significantly, almost dominantly determines the choice of concepts and strategies of international market entry is the process of consumer needs convergence. Convergence is one of driving forces of the globalization process on the macroeconomic level, which generates the possibility of a comprehensive change in the international marketing paradigm, in terms of the possibility to use the standardized rather than customer adapted marketing. This is the fundamental problem that initiated this research study. The debate on convergence and divergence of consumer needs, and consumer behavior in the global market conditions has not stopped since the early 1980s, when Levitt expressed his views on consumer homogenization and their preferences for standard products of high quality and low prices (Levitt, 1983). In globalization conditions, convergence of consumer needs leads to the homogenization of their needs across the world, with unified preferences in terms of quality and prices. Such a convergence allows mass production of quality standard products and application of highly standardized global marketing. Such a convergence effects are visible in customer's benefits through higher value they receive for their money.

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