Expats & Brand Relationships
Submitted by Ravinder Singh Mithilesh Pathak Debrupa Chattopadhyay Abhishek Verma Akshash Agarwal 61210271 61210113 61210355 61210467 61210197 Ravinder_Singh2012@pgp.isb.edu Mithilesh_Pathak2012@pgp.isb.edu Debrupa_Chattopadhyay2012@pgp.isb.edu Abhishek_Verma2012@pgp.isb.edu Akshash_Agarwal2012@pgp.isb.edu
The overall objective of this project was to find out how consumers' relationships with their home (national) brands change as they move abroad. And in the end based on our analysis, we went ahead to state the implications for marketers. In order to carry our study we fell back upon both secondary and primary researches. On one hand we scouted the secondary research data available in various journals, textbooks and other internet sources, and on the other, we went ahead to collect data through our self-conducted primary research. We used various tools of primary research viz. surveys and interviews, to capture good amount content. The whole idea was to compare the outcomes of our primary research with the available secondary research data and draw parallels between them in order to arrive at our final suggestions. In both the surveys, we primarily focused on various buying behaviors and patterns of consumers when they were in a different country for ex: whether or not expats missed their home brands, and if they did, what options did they have and under what circumstances what choices did they make.
Because not many brands sing: ‘Wherever you go, our network follows’, we miss them when we migrate. And when we miss something there is a level of discontent. It is in the benefit of a marketer to be aware of this discontent persisting in the expat segment, look at it as an opportunity which he/she can tap and generate profits. It is quite interesting to find out the potential that expat segment provides in today’s world. The World... [continues]
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