Global brands reach in developing countries 23 2.10. Consumer goods global brands familiarity with local consumers 25 2.11. Leading global FMCGS in the developing countries 27 2.12. Consumers’ Perception of global brands in developing countries against local brands 27 2.13. Factors influence the purchasing behaviour of consumers 29 2.14. Summary 32 Chapter 3 33 3.0. METHODOLOGIES 33 3.1. Introduction: 33 3.2. Research Overview: 33 3.3. Research Philosophy: 34 3.4. Critical Approach: 35 3.5. Research Methods: 35 3.6. Research Strategy: 36 3.7. Research Design: 36 3.8. Data Collection Method: 36 3.9. Sampling Methods: 37 3.10. Justification of Research: 37 3.11. Reliability of Research: 37 3.12. Limitations: 37 3.13. Validity of Research: 38 3.14. Summary: 38 Chapter 4: 38 4.0. DATA ANALYSIS and interpretation: 39 4.1. Introduction: 39 4.2. Secondary Data and Analysis: 39 4.3. Primary Data and Analysis: 43 Chapter 5: 66 5.0. CONCLUSION 66 5.1. Summary of the Findings 66 5.2. Responses to the Research Questions 68 5.3. Recommendations 70 5.4. Recommendations for further researches 71 Appendix 73 Questionnaire 73 Consumers’ Perceptions of Global and Local Brands in Developing Countries within Consumers’ Goods Industry Chapter 1: 1.0. INTRODUCTION: 1.1. Overview: Today brand image has become more and more crucial in the success of the product. Companies are finding different techniques and strategies to develop a strong brand image in the market which determines the overall acceptance of the product. Strong brands are those brands which are able to create successful and long lasting relationship with customers (Dick, and Basu, 1994, p. 99). In this era of globalisation, consumers’ perceptions seem to be changing. Global brands have become centre of attraction for many consumers and companies, as it provides extra value to both parties. For consumers, the global reputation provides a more satisfying element and they find to spend some extra money worthy for global brand whereas for companies, global brands enhances market share, market position, and customer base with a push in the profits. With the increase of more and more global brands and the expansion of global brands in different parts of the world, customers are in different parts of the world are looking to buy more global brands (Diller, Shedroff, and Rhea, 2006, p. 49). Customers perceive that the quality of the products offered by global brands are far more in comparison to the quality of the products offered by different local firms and therefore they are more inclined to buy products that are available globally rather than only in the local region. The preference of global brands over local brands have increased rapidly in developing countries as well within the consumer goods industry, people from developing countries find global consumer brands more trustworthy and environmental friendly than local brands (Sartain, and Schumann, 2006, p. 62). This has allowed multinational companies to expand their operations in the developing countries and gain huge profits from this diverse market. There are several factors that influence the buying decision of an individual and the marketing managers of global brands identify and analyse these factors and then by focusing on these factors they are able to win the battle against different local brands available in different parts of the world (Mooij, 2000, p. 104). Globalisation and technological advancement are two important reasons in
Contents Chapter 1: 4 1.0. INTRODUCTION: 4 1.1. Overview: 4 1.2. Background of the Study: 5 1.3. Rationale of the study: 8 1.4. Significance of the Study: 8 1.5. Problem Statement: 9 1.6. Research Questions: 9 1.7. Aims and Objectives of the Study: 10 1.8…
The automotive industry in Malaysia is an essential part of the Malaysian manufacturing sector. Its importance is depicted in the fact that this industry has been marked by the Malaysian government as the main industry which is expected to drive the country to the status of a developed nation by the year 2020 (Arshad et al, 2011).
The discussion commences with a statement of the goals of the research and the research techniques available for the research being undertaken. The research techniques used and the corresponding rationale are elucidated. Finally, the method of data analysis is explained, and a summary of the methodology ends the chapter.
This is carried out through the one-way analysis of variance (one-way ANOVA). The next portion then uses linear regression to ascertain which demographic variables significantly predict the ratings given made for each statement. These results are then analysed side by side with those yielded from past literature.
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Zou,D. Jin, L. (2010),"Exploiting the goldmine: a lifestyle analysis of affluent Chinese consumers", Journal of Consumer Marketing, Vol. 27 Iss: 7 pp. 615 – 628. Journal Article 26 Jap, W. 2010. Confucius Face Culture on Chinese Consumer Consumption Values toward Global Brands.
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This is because brands materialize global standards of living and mean differently to different cultural groups. However, if brands or marketers lack sensitivity to the complexity of cultural identity formation, the ideas and meanings conveyed by the brand can have detrimental effects on consumer self-evaluation and well-being (Kipnis et al, 2013).
Strong brands are those brands which are able to create successful and long lasting relationship with customers. In this era of globalisation, consumers’ perceptions seem to be changing. Global brands have become centre of attraction for many consumers and companies, as it provides extra value to both parties.
56 pages (14000 words)Dissertation
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