Abstract:
Purpose: This study aims at investigating the comparative analysis of consumer preferences of international and local brands in context of clothing and apparel. Furthermore, the study focuses on exploring various brand elements i.e. Brand Image, Brand Awareness, Brand Loyalty, Perceived Quality and Perceived Intension and their influence on consumer preferences of acquiring international or local brands. Design/Methodology/Approach: Data for the quantitative research was compiled comprising of a questionnaire for the dependent and independent variables. The questionnaire comprised of personal information of the respondents i.e. age, gender, and educational background. It also included a total of 31 questions / items regarding the dependent and independent variables. In this study data was collected from 164 respondents according to their preferences of international and local brands. Findings: The results of study depict that consumer preferences vary accordingly, few of the customers prefer international brands and some are comfortable with local brands. In future this study can be conducted at large scale. This study is helpful to fill the existing research gap and important to understand the attributes of International and local brands and how consumer preferences vary with each attribute. Practical / Social Implications: This is evident from the findings of the study that consumer preferences vary with each attribute of International and local brands. However, this study can be significant for organizations offering local and international products to understand and evaluate the current attributes of their brand and how can they work around on their brand elements and change consumer preferences accordingly. In addition, this study can also be utilized in other sectors to evaluate consumer perception about local and international brands and products.
