To examine Indian consumers' perceptions of both domestic and international brand names in light of the growing popularity of foreign brand names and both positive and negative country-of-origin stereotypes. 112 customers in the city of Delhi were given a standardized questionnaire in person. Seven-point semantic difference scales were used to test attitudes toward "foreign" or "Indian" brands, while CETSCALE was used to quantify consumer ethnocentrism. Using factor analysis with varimax rotation, the factors impacting the reported degree of ethnocentrism in brand decisions were identified. Indian consumers were not prejudiced against international brand names, despite high levels of nationalism and preference for domestic manufacturing, as shown by high factor ratings on an ethnocentrism scale, which may suggest a favourable bias towards local businesses. In actuality, they gave those nations of origin more legitimacy and rated them higher than Indian companies in terms of technology, quality, status, and esteem. In a vast and rapidly expanding market, this study contributes to the body of knowledge regarding the country-of-origin effect. Instead of emphasizing economy and value for money, global brand marketers in the Indian market should focus on quality and technological features. demonstrates that animosity toward foreign products is not always the result of ethnocentrism. Indianized, integrative, and spiritual tactics must be used to maintain Made in India. Although this has started to change in the Indian market, consumers still choose the best brand over the best product. Demand is higher for the best products. The brands that are most meaningful to you are ingrained in your memory and are associated with your culture, history, geography, spirituality, religion, and essential qualities, such as indigenous products, which Indians like.
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