Increasing globalisation, worldwide investment and production strategies, growth of global transport and, media and, advances in information and communication technologies have all accelerated global market integration. As against a multi-domestic strategy, a natural form of international segmentation for marketers, the homogeneity among consumers has reduced within countries whereas increasing across countries. Thus, the decision as to standardize or customize marketing strategy requires analysis of the behaviourial positions undertaken by consumers in marketplace. The study attempts to explore the various positions of homogenisation, localisation, hybridisation or marginalisation acquired by consumers in the globalised world. Study results support the co-existence of the multiple marketplace positions among Indian consumers, thereby providing important managerial implications and directions for future research.