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A study of consumer preferences and attitude towards purchase of indian v

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  • 1. A Capstone project synopsisINSTITUTE FORTECHNOLOGY AND MANAGEMENT-WARANGAL…A study of consumer preferences and attitudetowards purchase of Indian v/s foreign brandsSubmitted to- Submitted By-Prof. P.Satish Chandra & Debasish Baj (01)Prof. Mohd. Mujahid Ali PGDM 2011-13
  • 2. Introduction:In the pre-liberalization era, Indian consumers were known to exhibit a distinctivelyhigher preference for imported goods and ‘foreign brands’. However, after twodecades of the onset of liberalization, the market is flooded with brands with theirorigin in foreign countries. Indian brands too have significantly improved and manyIndian brands today are considered at par with the foreign origin brands in terms ofquality, technology, performance and efficacy. These brands give a tough competitionto brands from the stable of foreign multinationals in the Indian market. In thisevolved scenario, though the country of origin of a brand may still remain asignificant element in the brand positioning strategies for brands in certain categoryof products, it may not be equally relevant in influencing the preference of theconsumer and his attitude towards brands in all categories. The paper makes anattempt to examine the influence of the perceived origin of the country on theconsumer’s preference of brands of toiletries in the Indian market. To measure theinfluence of the ‘Country of Origin’ on the Indian consumer’s perception of a brand,responses were collected from consumers from five different states of the country.Findings of the study indicate that consumers in India do not base their selection ofbrand of toiletries on the basis of their perception of the brand being ‘Indian’ or‘Foreign’ in originSome of the consumer brands which will give a result about consumer preferencesand attitude towards purchase of Indian v/s foreign brands. This are-Dettol: Dettol, the iconic brand from Reckitt Benckiser and the brand that they haveall grown-up with is celebrating its platinum jubilee in 2008 - Dettol completes 75years of protecting families from illness causing germs. Since its launch in 1933,Dettol has gained the trust of millions of Indians and has been consistently voted asone of the "Most trusted brands" of India.
  • 3. Gillette: Gillette is a brand of Procter & Gamble currently used for mens safety razors, amongother personal care products. Based in Boston, Massachusetts, United States, it was one of severalbrands originally owned by The Gillette Company, a leading global supplier of products undervarious brands, which was merged into P&G in 2005. The original Gillette Company wasfounded by King Camp Gillette in 1901 as a safety razor manufacturer.Conceptual framework and Research objectives1. Defining the objectives2. Defining the population3. Frame the sample units4. Data collection5. Questionnaire6. Methods of collecting data7. Non-respondent classification8. Selection of proper sample size9. Organizing the field work10. Execution of the project11. Summary and analysis12. Preparation of the reportObjective-Primary objective- to know evaluate the consumer preferences and attitude towardspurchase of Indian v/s foreign brandsSecondary objective- to determine how many consumers are aware of foreign brand(specific), Buying behavior, to determine the values customers have attached with their brand.Data and methodology-NO. OF RESPONDENTS COVERED: 100-150METHODOLOGY: 1) Questionnaire2) Random sampling
  • 4. RANDOM SAMPLING: It is a sampling technique in which we select the samples onthe random basis and without any bias.ANALYSIS: After covering and collecting all the questionnaires we did the analysis byusing various quantitative techniques e.g. pie charts, graphs, testing of hypothesisetcLimitations of the study Gathering adequate information during the collection of secondary data was anissue, due to limited information on consumer perceptions of global and localbrands in emerging markets as consumption patterns differ in the East and West. The views of the interviewees may have been based on intuition, currentfactors and experiences of the respondents and is not based on anyquantitative facts or tracked data The use of convenience and judgment sample was an additional limitation. Thefact that data was obtained solely from one geographical location, createduncertainty about the sample representing the entire population.

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