Impact of Country-of-Origin Effect on Consumer Preference for Local and Global Brands in India
DOI:
https://doi.org/10.48047/s7m6f924Keywords:
Country-of-Origin Effect, Consumer Preference, Local vs. Global Brands, Retail Sector, Brand Perception, Indian Consumer Behavior.Abstract
The impact of a product's place of origin significantly shapes consumer choices and purchasing habits,
notably in emerging markets such as India. This study examines how the source of items influences
customer preferences for domestic and international brands within the retail sector in Pune, India.
Using a mixed methodology, the research combines quantitative analysis (n=220) through structured
surveys and qualitative perspectives (n=50) via in-depth interviews to comprehend consumer
perceptions.
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