Consumer Perceptions of Global and Local Brands in the India Retail Sector
Bajaj, Smriti (2006) Consumer Perceptions of Global and Local Brands in the India Retail Sector. [Dissertation (University of Nottingham only)] (Unpublished)
Purpose The purpose of this dissertation is to investigate, in an emerging market, consumer attitudes towards local and foreign brand purchases against a background of factors like Culture, Country of Origin, Product quality and services. A comprehensive model broadens knowledge on consumer behaviour by incorporating the above mentioned factors.
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