CHANGES IN CONSUMER PERCEPTIONS TOWARDS GLOBAL BRANDS POST GLOBALIZATION IN INDIAN TELEVISION INDUSTRY

Jhaveri, Sagar (2007) CHANGES IN CONSUMER PERCEPTIONS TOWARDS GLOBAL BRANDS POST GLOBALIZATION IN INDIAN TELEVISION INDUSTRY. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The aim of the study is to understand the reasons of brand shifting in the Indian consumers. The research aims to find out the why post globalization the preferences of the Indian consumer especially in the Television Industry have changed towards global brands and why the local brands are loosing market share and brand awareness. The main aim was to understand the unique behaviour of different consumers towards global and local brands. Another objective was to find whether the factor like Country-of-origin had any effect on the perceptions of the consumer while purchasing a brand. Finally the research ended by asking the respondents their suggestions for how local brands could be more effective and competitive when competing with global players.

To get a good understanding a qualitative research approach was adopted as the main objective was to find out the attitudes and perceptions of the consumers, which could not have been done by a quantitative approach. To gain insights on the views and attitudes of the consumers, in-depth interviews were done. This helped in finding the feeling of the respondents towards local and global brands.

At the end of the research the findings suggested that Country-of-Origin was indeed a very effective tool in changing the consumers perceptions. The consumers associated these perceptions to high quality and reliability, which gave the global brands an edge over the local brands. It was also seen that the consumers who owned a global brand wanted to stick with a global brand where customers having a local brand were more open to the option of purchasing either of the two. It was noticed that the younger generation was more aware of the global brands than the local brands operating in the market. Finally it was noticed that post globalization the perception about the global brands had changed for all the respondents whereas the perceptions about local brand varied, for some it changed and for some it did not.

Item Type: Dissertation (University of Nottingham only)
Keywords: Global brands, Brand Shifting, Globalization, Country of Origin
Depositing User: EP, Services
Date Deposited: 08 Apr 2008
Last Modified: 23 Oct 2016 20:56
URI: http://eprints.nottingham.ac.uk/id/eprint/21651

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