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RESEARCH METHODOLOGY

Research Question – What is consumer attitude towards Indian and MNC’s electrical and electronic products?

SUBMITTED BY:
Kamaljeet Kaur Sidhu
BLR1208032003
SUBMITTED ON:
20th Nov, 2012

INDIAN SCHOOL OF BUSINESS AND COMPUTING, BANGALORE

SESSION – 2012-13

TABLE OF CONTENTS
EXECUTIVE SUMMARY …………………………………………………………….. 3 INTRODUCTION ……………………………………………………………………… 3 OBJECTIVE …………………………………………………………………………..... 4 LITERATURE REVIEW ………………………………………………………………. 4-5 METHODOLOGY …………………………………………………………………….... 5-6 VARIABLES ……………………………………………………………………………. 7 SCOPE OF STUDY ……………………………………………………………………... 7 LIMITATIONS OF THE STUDY ………………………………………………………. 8 CONCLUSION …………………………………………………………………………... 8

EXECUTIVE SUMMARY
Many Multinational companies and brands are dominating Indian market especially in consumer durable category. Indian producers, presently and in coming times are facing very strong threat from multinational or foreign brands particularly in category of durable goods. This report is a research proposal on consumer attitude, to find out the consumer attitude towards Indian and MNCs products – A comparative study of Indian and MNCs products with reference to electrical and electronic products. I have set some objectives for completion of the research proposal and I will come with strong recommendations after completion of research study which will really contribute to find out the reason about preference of products. I am going to follow methodologies to conduct this research. It includes both Interpretivism and objectivism. I will follow both primary and secondary research method. Questionnaire which is designed for primary research purpose and secondary research method includes literature review and other web sources related to research. KEY WORDS – MNCs products, Indian products, durable products, consumer attitude, Interpretivism, objectivism. INTRODUCTION

India is the 12th largest consumer market in all over the world. Marketing researchers have long been interested to know about values and beliefs of consumers and how they affect marketing. Consumer attitude towards different products are significant knowledge for successful marketing activities. Previous researchers suggest that consumer attitude towards marketing of foreign and Indian products vary due to various factors such as demographic, psychographic and origin of country and consumers i.e. their core beliefs about preference of products (Treise et al 1994). There is huge flow of foreign brands and products into Indian market. In case of electronic products, majority of companies introduce number of services to attract the consumers. While consumers prefer multinational or foreign products and view them as symbol of style and status but some consumer have strong preference towards domestic products. Therefore, in this study, I focused on the effect of consumer attitude on satisfaction about products. This research will be considered as important to domestic and multinational companies in understanding that how they should deal with consumers, having a strong cultural belief. The detailed view of the research on the country of origin and consumer attitude towards multinational companies’ and Indian products is presented in the literature review section of the research. OBJECTIVE

The main purpose of the research is to show that I have supervision in the area I am working for and find out the relationship of different factors such as Age, income, occupational and educational level of the consumer and preference of Indian or MNCs products. I will make sure that the research that I am conducting is original and feasible to understand. This research is aimed to explore that the consumer will have positive or negative attitude towards Indian and MNCs products and also its impact on the relationship between independent and dependent variables. To find out the awareness level of consumers about Indian and multinational companies...
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