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1. IRJMSH Vol 9 Issue 2 [Year 2018] ISSN 2277 – 9809 (0nline) 2348–9359 (Print)
International Research Journal of Management Sociology & Humanity ( IRJMSH ) Page 122
www.irjmsh.com
A STUDY ON CONSUMER PREFERENCE ON FOREIGN AND LOCAL PRODUCTS
WITH SPECIAL REFERENCE TO ERNAKULAM DISTRICT
*Krishna MB
*Assistant Professor,
Department of commerce and Management,
Amrita School of Arts and Sciences,Kochi,
Amrita VishwaVidyapeetham, India,
E-mail:krishnambaimi@gmail.com
**Aashna Suresh
**BBA student,
Department of commerce and Management,
Amrita School of Arts and Sciences,Kochi,
Amrita VishwaVidyapeetham, India
***Anu Prakash
***BBA student,
Department of commerce and Management,
Amrita School of Arts and Sciences, Kochi,
Amrita VishwaVidyapeetham, India
ABSTRACT
Brand perception is a special result of a consumer‘s experiences with a brand. It‘s highly pivotal
to a marketing strategy as it‘s often what elevates a simple product or company into a brand: the
same as putting a face to a name.This study was conducted to know about the consumer
preference on the foreign and local goods available in the market. The purpose of this study was
to know about the consumer‘s choice of goods and the reason behind their choice. Consumer
buying behavior is a key factor that determines this choice. The study also shows that motive is
another factor that triggers the consumers to buy a product in order to satisfy their needs. The
result of our findings suggests that the consumers are mostly unaware of the ‗country of origin‘
of the brand they use and they have less brand awareness i.e. they are less familiar with the
qualities or image of a particular brand of goods or services. It also suggests that most of them
are quality conscious and price delicate customer. In order for them to have brand awareness
publicity about the product should be given through advertisement, newspaper, internet etc.
KEYWORDS: Brand awareness, Country of origin, Consumer perception.

2. IRJMSH Vol 9 Issue 2 [Year 2018] ISSN 2277 – 9809 (0nline) 2348–9359 (Print)
International Research Journal of Management Sociology & Humanity ( IRJMSH ) Page 123
www.irjmsh.com
INTRODUCTION
Consumer buying behavior is a behavior shown by the consumers at the time of purchase of
goods. The factors that determine the consumer behavior are attitudes, their preferences,
intension, decisions and intensity of interest to a product. Motive is the key factor that triggers
consumer to buy a product in order to satisfy their needs. Motive therefore, in general can be
called as ‗an internal force‘ that leads a person to fulfill his/her needs.
Consumers have their own strong perception about their country and its products. The people
should have the ability to understand and know the products available in the country. Most of the
time, people are unaware that the products they use are foreign. People get attracted by many
eye-catching products that are available in the malls, departmental stores; online websites etc
which they don‘t even realize are foreign product. Normally, the commoners in India care less
about the ‗country of origin‘ of the product. Products like Colgate, Lux, Pepsodent, Bata, Pears
are foreign products but they are highly consumed in India. The need for brand awareness among
people is clearly visible.
Demographic factors also effects the consumers buying behavior. Various factors like age, sex,
education, marital status etc affect their choice of consumption. By looking at these factors we
can easily notice the difference between the buying decisions of different consumers. People who
are highly educated and who have high income tend to go for foreign goods.
Young people spend more on entertainment, food etc whereas elderly people spend more on
health related goods as they are health conscious. This has a deep impact on the choice of
product they prefer.
During the 50‘s and 80‘s, India depended mostly on swadeshi goods but after industrialization
and globalization more and more foreign products came into the market. This lead to outflow of
cash. This article mainly focuses on the increasing consumption of foreign goods and its effect in
the Indian economy.
LITERATURE REVIEW
Bhuvan Lamba (2013) investigated the influence of brands on consumer buying behavior
and of branded products. This paper studied the impact of age and gender as the factors
effecting brands. It was found that the consumers are branding conscious and there no difference
between the age and gender regarding the influence of purchase decisions of the branded
products. Companies tie up with the foreign brands to increase their market size with
collaboration through FDI. Data‘s are collected through primary sources and questionnaires were
made.
Consumer preference of global and local brands in the Indian retail industry – Smriti
Bajaj (2006-2007) studied the consumer attitude towards local and foreign brands purchased

3. IRJMSH Vol 9 Issue 2 [Year 2018] ISSN 2277 – 9809 (0nline) 2348–9359 (Print)
International Research Journal of Management Sociology & Humanity ( IRJMSH ) Page 124
www.irjmsh.com
against the factors like culture, country of origin, product quality and surveys. The methodology
used for this research was to interview a total number of 18 respondents‘ face-to-face using
semi-structured questionnaires in the city of Mumbai and the Indian students in UK. The study
found that the quality of the local brand was perceived to be generally higher and superior to
local brands.
RK Srivastava (2012) consumer perception towards foreign products purchased in
emerging market like India. The aim of this research is to find out consumer perception
towards Chinese, Taiwan and Hongkong products in the Indian market. The study covers factors
like type of products purchased, reason for their purchase behavior. The research was carried out
in Mumbai and the methodology used was questionnaire design, sampling and data collection.
90% of Indian living in Mumbai has purchased Chinese goods and 51% among them are happy
with the product. The reason for purchase was reasonable price.
The purpose of this study is to investigate consumer’s attitude and preferences towards local
and foreign brands purchased against a background of factors like prestige, quality,
availability and price (Ali Zareei and Peyman Ghafari Ashliani, 2015). It was found that the
quality of the global brands was perceived to be generally higher and superior and symbolic to
local brands. To collect data a convenience sampling approach was adopted and questionnaire
where distributed to the clothes simple stores.
Consumer perception towards foreign and local brands Suchita Gera (2009). The research
indicates that measure of consumer attitude towards foreign goods, asses the consumer
perception and preference towards foreign brand, ascertain the criteria of product. By testing
hypothesis it was found that the research was exploratory in nature, different method of
collecting primary source was questionnaire and face to face interview. The paper focus on
reason for using a particular brand and companies of Indian and foreign products. Consumers
hold great opinion towards foreign made goods.
A comparative study on consumer trends on foreign and local clothing brands in the
contest of university students (Avinash Buragohain). Methodology used was t-test and chi-
square test, data collected through, primary source, visits were made to library and departments‘
secondary source and questionnaires. The collected data was coded, classified, tabulated and
analyzed systematically. The research indicates that foreign clothes were highly preferred over
most popular clothing brands. However, this research limits the scope of generalization.
OBJECTIVES
 To analyze consumer preference towards Indian and foreign brands.
 To understand consumer brand perception and its effect on local brands.
 To understand the demographic factors that affect consumer behavior.
 To know the consumers level of brand awareness.

4. IRJMSH Vol 9 Issue 2 [Year 2018] ISSN 2277 – 9809 (0nline) 2348–9359 (Print)
International Research Journal of Management Sociology & Humanity ( IRJMSH ) Page 125
www.irjmsh.com
METHODOLOGY
The present study is designed as a primary data. The descriptive one mainly based on primary
data. The descriptive research explains the state of affair as it exists at present.
 Sources of data
 Primary data: the primary data have been collected by using structured
questionnaire from 50 selected respondents of amrita school of arts and sciences
college students.
 Secondary data: the secondary data relating to the study have been collected
from the websites, journal, books and periodicals.
RESULTS AND DISCUSSIONS
Table 1Demographic profile
VARIABLES OPTIONS NO: OF
RESPONDENTS
PERCENTAGE %
Gender Male
female
14
36
28
72
Age 15-20
21-25
26-30
31-35
Above 35
26
23
1
0
0
52
46
2
0
0
Educational qualifications SSLC
PLUS 2
UG
PG
Other
0
24
26
0
0
0
48
52
0
0
Marital status Single
Married
50
0
100
0
Occupation Student
Business
Self-employed
Housewife
Other
50
0
0
0
0
100
0
0
0
0
Table 1 represents the demographic profile of the respondents. It is evident from the table that
majority of the respondents were female (72%) and only 28% are male. Most of the respondents
fall under the category of 15-20 age group (52%) followed by 21-25 (46%). All of the

5. IRJMSH Vol 9 Issue 2 [Year 2018] ISSN 2277 – 9809 (0nline) 2348–9359 (Print)
International Research Journal of Management Sociology & Humanity ( IRJMSH ) Page 126
www.irjmsh.com
respondents are students and single. Many of the selected respondents are UG and PG students
their percentage being 48 and 52 respectively.
Table 2Features noticed while making purchase decisions about a product
OPTIONS NO: OF RESPONDENTS PERCENTAGE %
Quality 38 76
Price 5 10
Advertisement 5 10
Packaging 2 4
Other 0 0
It is clear from table 2 that many of the respondents are quality conscious (76%). 10% of the
respondents notice price and advertisement of the product while making purchase decisions.
Only a few that is 4% of the respondents care about the packaging of the product.
Table 3. Frequent purchase of a particular product
OPTIONS NO: OF RESPONDENTS PERCENTAGE %
Yes 25 50
No 12 24
Basic product 13 26
Table 3 shows that 50% of the respondents frequently buy the same brand. This depicts their
brand loyalty whereas 24% of them are disloyal customers. 26% of the respondents show their
loyalty through basic products like toothpaste, soap, shampoos, etc.
Table 4Awareness on products Home Country
OPTIONS NO:OF RESPONDENTS PERCENTAGE %
Yes 30 60
No 20 40
Table 4 reveals that 60% of the respondents being the majority check the country of origin of
the product and 40% does not care about the country of origin.
Table 5Purchase of imported goods for status
OPTIONS NO:OF RESPONDENTS PERCENTAGE %
Yes 17 34
No 33 66
66% of the respondents use imported goods for status whereas 34% are not interested in buying
products to show off their status.

6. IRJMSH Vol 9 Issue 2 [Year 2018] ISSN 2277 – 9809 (0nline) 2348–9359 (Print)
International Research Journal of Management Sociology & Humanity ( IRJMSH ) Page 127
www.irjmsh.com
Table 6Price delicate customer
OPTIONS NO:OF RESPONDENTS PERCENTAGE %
Yes 19 38
No 8 16
Only when high price 23 46
From table 6 it is understood that 46% of the respondents are price sensitive at times when prices
are high36% of the respondents agree that they are price sensitive customers and only 16% of
them are not price delicate customers
Table 7Type of brand preferred by consumers
OPTIONS NO:OF RESPONDENTS PERCENTAGE %
Foreign 7 14
Local 3 6
Both 40 80
80% of the selected respondents prefer both foreign and local brands whereas 14% prefer foreign
and a very few of them (6%) prefer local brands.
Table 8Factors that influence the choice of brand
OPTIONS NO:OF RESPONDENTS PERCENTAGE%
Peer groups 16 32
Advertisement 17 34
Other 17 34
Advertisement and the other factor (34%) influence the respondents in buying product and 32
% of them are influenced by their peer groups, family, work place etc.
Table 9Brand awareness
OPTIONS NO:OF RESPONDENTS PERCENTAGE%
Less awareness 45 90
More awareness 5 10

7. IRJMSH Vol 9 Issue 2 [Year 2018] ISSN 2277 – 9809 (0nline) 2348–9359 (Print)
International Research Journal of Management Sociology & Humanity ( IRJMSH ) Page 128
www.irjmsh.com
From the table 5.9, it is understood that 90% of the respondents have less brand awareness and
only 10% of the respondents selected are able to distinguish foreign brand from Indian. This is
because of their lack of knowledge about the brands available to them
FINDINGS
 Majority of the respondents were female (72%).
 More number of respondents belongs to the age group of 21-25.
 Majority of were respondents qualification is PG (52%)
 It is revealed that 60% of the respondents check the country of origin of the products
 66% of the respondents does not buy imported goods for statues
 Respondents become price delicate when the price are high
 Majority of the respondents use both foreign and local brands.
 Most of the respondents are satisfied with the products they use (80%).
 The factor that leads the respondents to buy a particular product is advertisement (34%).
 90% of the respondents have less brand awareness.
SUGGESTIONS
 Brand awareness much be created in the minds of the consumers in order for them to
distinguish between foreign and local goods.
 Quality of the local products must be improved.
 By fixing moderate price for each local product the consumers will become prices
sensitive.
 Giving attractive and colorful packaging to the product can also attract the consumer.
 Introducing Varity of items in a single product line will grab the consumer attention.
 Consumers can be encouraged to buy products by giving demonstration.
CONCLUSION
In today‘s dynamic world, the competitions among different producers are becoming more and
more intense. For a marketing of a product, whether foreign or local to the successful it is
important to bring together products and market in such a way that products and consumers
demand is correlated. A product should satisfy both the needs and desires of the consumers.
Nowadays, products are becoming very much similar to each other so it is important to give
distinct identity through brands. The word ‗brand‘ is the comprehensive term. A brand is a sign,
name or symbol given to a product in order to distinguish it from products of other sellers. There
are so many products in the market, which we don't even realize that they are not Indian, but
foreign. A very few people were able to distinguish between Indian and foreign brands. If we
frequently buy foreign goods and the earnings per products will be in the hand of foreign people
this is the reason why our economy is collapsing, prices are rising up , every single thing is
becoming costly, dollar price is rising and people are complaining government for all economic

8. IRJMSH Vol 9 Issue 2 [Year 2018] ISSN 2277 – 9809 (0nline) 2348–9359 (Print)
International Research Journal of Management Sociology & Humanity ( IRJMSH ) Page 129
www.irjmsh.com
imbalances. It is the people who show off their prestige in buying foreign goods need to be
blamed. India has the complete resource to make all the products domestically but the two
hindrance that is face are high cost production and people won‘t buy something which is of poor
quality just because it was made in India .the solution for this problem was brought by the prime
minister of India that is make in India foreign investors and multinational companies were
encourage to invest in India this will help in solving the issue faced by the Indian economy.
Brand awareness must be given to the consumer so that they can distinguish between Indian and
foreign goods.
REFERENCES
 Influence of brands on consumer‘s buying Behavior Bhuvan Lamba Professor, St. Soldier
College, Jalandhar City India, Email: lambabhuvan@yahoo.in
 Consumer Perceptions of Global and Local Brands in the Indian Retail Industry‖ By
Smriti Bajaj (2006-2007) ―A dissertation submitted to the University of Nottingham In
part consideration for the degree of ‗MA in Marketing
 Academic journal article Journal of International Business ResearchConsumer Purchase
Behavior of an Emerging Market like India towards Chinese Products
by Srivastava, R. K.
 Indian Journal of Fundamental and Applied Life Sciences ISSN: 2231–6345 (Online) An
Open Access, Online International Journal Available at
www.cibtech.org/sp.ed/jls/2015/01/jls.htm2015 Vol.5 (S1), pp. 4247-4255/Ali and
Ashtiani Research Article© Copyright 2014 | Centre for Info Bio Technology (CIBTech)
4247 CONSUMER PERCEPTIONS OF GLOBAL AND LOCAL BRANDS Ali Zareei
and Peyman Ghafari Ashtiani Department of Management, Arak Branch, Islamic Azad
University, Arak, Iran Author for Correspondence.
 consumer attitude and purchase behavior towards foreign brands Suchita Gera IJRFM
Volume 4, Issue 1 (January 2014) (ISSN 2231-5985)International Journal of Research in
Finance & Marketing http://www.euroasiapub.org74
 A Comparative Study On Consumer Trends Of Foreign and Local Clothing Brands In
The Context Of University Students Avinash Buragohain*Centre for Management
Studies, Dibrugarh University