A study of adult consumers, "consumer preference of foreign brands vs. equivalent local brands''

Abstract

This study was aimed at determining adult consumer preference of foreign brands instead of local brands. Consumers evaluate products based on information cues, which are intrinsic and extrinsic. If a consumer is satisfied with a product then the consumer will buy it again, become loyal and over time develop a relationship with the brand. The price of a brand also plays a role in a consumer's choice of brand. If a brand is priced too high then a consumer will avoid it. The price of a brand is an indication of the quality of the brand as well. The country-of-origin of a product is another cue used as a sign of the quality of a product. Products from developed countries are perceived to be of better quality. The sample for this research is taken from Islamabad and Rawalpindi. Simple random sampling was the technique used and the sample size was 125. Data collected for the research was through a questionnaire, which was distributed among consumers of various age groups and income levels. Descriptive statistical measures were used to interpret the data. Consumers are seen to give preference to foreign brands if asked to choose between a foreign brand and a local brand even though they purchase and think local brands are of good quality. Consumers regard foreign brands to be of better quality, more durable and reliable. Furthermore, they are more price and quality conscious and not very brand loyal. Local companies need to emphasize on the quality of their products in advertisements and their advertisements need to be more targeted and up-beat to attract the younger generation.