A STUDY ON CONSUMER’S PERCEPTION TOWARDS INTERNATIONAL AND LOCAL BRANDS IN THE INDIAN RETAIL INDUSTRY

DOI: https://doie.org/10.1101/ES.2024286722

SANGAMITHRA S, THARUN KUMAR K, ASHVIN KANNA G, RAJESH KUMAR R, ANBARASAN K, Dr. K. PRAKASH

Keywords:

Consumer attitudes, emerging market, local brands, foreign brands, culture, country of origin, product quality, services, India, consumer behavior, global brands, market perception, managerial implications.

Abstract:

This dissertation investigates consumer attitudes towards local and foreign brand purchases in an emerging market, focusing on factors such as Culture, Country of Origin, Product Quality, and Services. Conducted in India, the study involved face-to-face interviews with 18 respondents in Mumbai and Indian students in the United Kingdom. Findings reveal a perception of higher quality and accessibility of international brands in the Indian market. Indian consumers exhibit no prejudice against foreign brands, attributing them with superior technology, quality, status, and esteem. The research contributes to understanding consumer behavior in fast-developing markets. Managerially, it emphasizes the importance of comprehending the unique characteristics of emerging consumer markets for global companies.

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