Attitude Towards Foreign and Domestic Products in India and Its Effect on Changing Buying Preferencesattitude Towards Foreign and Domestic Products in India and Its Effect on Changing Buying Preferences

Topics: Brand, Brand management, Marketing Pages: 10 (3228 words) Published: March 3, 2013
Attitude towards Foreign and Domestic Products in India and its Effect on Changing Buying Preferences

Abstract: Much study have already been done in concern with
consumer attitudes toward foreign products have been conducted from time to time by various scholars of our country. The study observes that the impact of consumer interest in foreign product arises from foreign travel, branding of product and due to advent of technology etc. Evaluation of the products, however is done on the basis of available alternatives and most of the times by comparison of products. Often there may be some negative attitudes among consumers for foreign products which may arise from number of sources. Sometimes consumer may also think that products from certain countries, e.g., emerging markets, are of inferior quality and hence ‘boycott’ their products. Equally, consumers may have strong emotion of patriotism and pride in domestic products and consider it immoral to buy foreign products. Literature analyses done to examine the attitude of Indian consumers towards foreign products lead towards two streams of research. This includes the impact of the country

of birth on consumer attitudes and specifically, its use as a cue in making inferences about evaluating foreign products. The second thread of research focuses on factors underlying attitudes towards foreign products, such as the impact of hostile attitudes towards a specific country, and the effect on buying intent and ownership. Keywords: attitude, consumer, products, foreign, Indian, impact, Consumer Perception, Global brands, Local brands, consumer preference, Country-of-origin, foreign brand. 1. Introduction

The development and sustenance of the domestic manufacturing sector in a free economy is dependent on consumer acceptance of the goods manufactured in that country. In our country the ratio of people preferring foreign brands is rapidly increasing. Ted Levitt (1985) in one of his research study discussed about a “global village” over a decade ago, which is now characterized by global competition and an increasing number of consumer markets [1]. In huge countries like U.S., Europe etc many companies have now started to operate on a global level and made the availability of the product globally. Alot of shelf space in Indian markets is now occupied by the foreign brands. This acts like magnets which attract the consumers towards the foreign brands. In turn this globalization of markets changed the trends in buying preferences, consumer knowledge and behavior. In the global village now connectivity of common people with the outer world is at an ease to due advancements in terms of technology. The

technical advancements not only shortened the distance of consumers but also supported to intense the know- how of people regarding brands of foreign countries through manmade satellite, television and tours and travel to abroad. This have made consumers more aware of cultures of other countries, better standard of living, new products of high esteem and better quality and increased the power of global brands such as Levis, Woodland, Nike, Sony, Coca-Cola and many more which have now penetrated in markets of almost all countries. On one hand consumer want to upgrade the status symbol and standard of living by copying from west and other countries, on the contrary there are also few who strictly boycott form foreign products and have strong preferences for domestic-made products. Negative attitude towards a product becomes a major factor to discard the product. Few consumers hold the opinion that the compromise is done in terms of quality and the available product is of the inferior quality [2] while a few have a feelings of hatred toward a country [3] and many consider it wrong or almost immoral, to buy foreign products [4]. This however is a positive sign and something that supports the economy. More people discard and boycott the foreign brands more will be the preference for...
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