Abstract:
This study was aimed at determining the difference between the male and female preference of international brands instead of national or local brands. Consumer evaluates products based on information cues, which are intrinsic and extrinsic. There are various factors which influence consumer purchase decision. Other factors include fashion, family and friends, brand name, availability, advertising campaigns etc.
The sample for this research is taken from Islamabad and Rawalpindi. Random sampling technique used and the sample size was 100. Data collected for research was through a questionnaire, which was distributed among both males and females. Calculations were then analyzed and interpreted using percentage of respondents and frequency distribution. Descriptive statistical measures were used to interpret the data.
Most of the female consumers are seen to give preference to international brands if asked to choose between an international brand and a national brand. Consumers regard international brands to be of better quality, more durable and reliable. Furthermore, females are more price and quality conscious and not very brand loyal. Local companies should focus on the quality of their products in advertisements; on the other hand male consumers were seen to be more quality conscious and brand loyal.
