Relation between Preference for Local or Global Brands and Various Demographic Features of Consumer

Abstract

Now a days, dilemma of choosing between local and global brands is faced while purchasing most of the goods be it be a needle or a sophisticated machinery. Good quality and affordable prices of goods of global brands are overpowering the local brands. It is seen that young generation is getting very much inclined towards the global brands and gradually local brands are finding it difficult to survive in market. Along with age many other factors are also responsible for this phenomenon. In this situation a study on various factors which are related with preference for local or global brands is need of the hour. For the purpose of study a questionnaire was developed and sent to respondents in order to find out whether actually there is any relationship between demographic factors of respondents and their choice between branded and local goods. On the bases of survey it was found out that, actually there is a relation between demographic factors of respondents and their choice between local and branded goods to a large extent.